The Measurement Gap That Makes Marketing Disappear
Source: Remote Marketers⚡
When executives dismiss marketing work as useless, they're typically responding to unmeasured activity rather than ineffective activity. This distinction matters: modern marketing legitimacy now depends almost entirely on quantifiable output. The result is a perverse incentive structure. Easily measurable but low-impact work—paid click-throughs, email opens—gets resourced aggressively. Harder-to-quantify brand work—positioning, editorial authority, community building—atrophies, even when it drives disproportionate long-term value. Marketing teams have ceded the right to define what counts as success to whoever controls the attribution dashboard.