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BrandDemand
MARKETING’SGREATLOVESTORY
ARELATIONSHIPGUIDE
Prophet’slatestresearchexploreshow
high-performingmarketerscreatevalueby
integratingbrandbuildinganddemandgeneration.
AGLOBALRESEARCHREPORT
PROPHET BRANDANDDEMANDMARKETINGREPORT·2
PROPHET
TheBrand
andDemandLoveStory
Formorethanadecade,marketingleadersacrossindustrieshavebeenseekingtherightbalanceofbrandbuildinganddemandgeneration.Theriseofdigitalmarketingandtheresultingabilitytotrackresultsmoreeffectivelyproducedtensionbetweenlonger-termbrandvalueandshorter-termresults.
ChiefMarketingOfficers(CMOs)havebeen
perceivedasprioritizingbrandbuildingactivities
whileChiefFinancialOfficers(CFOs)haveprioritizeddemandgenerationactivities.
Withmarketersunderintensepressuretoquantifytheirvaluetothebusiness,it’snowonderdemandgeneration—alsoreferredtoas“performance
marketing”—dominatestheconversation.
ButresearchundertakenbyProphetin2022demonstratedthatputtingbrandagainst
demandlimitsmarketing’simpact.Instead
wethinkofthemastwoequalpartnersthat
togetherformoneheartofmarketing.In2024,newresearchshowedthatorganizationsthatadoptanintegratedapproacharemorelikelytodriveoutstandingbusinessresults.
That’swhywethinkofthe
relationshipbetweenbrandanddemandasalovestory.
Organizationsthatconsistentlyoutperformcompetitionconnectbrandanddemand
3x
MORELIKELYTOBEFULLYINTEGRATED*
*39%vs12%.
90%ofwinningorganizationsarefullyorsomewhatintegrated
Pleaseseep10fordefinitionofwhatitmeanstobeintegratedandp5forthechoose-useloopthatsitsatthecenterofthepractice
BRAND
BRANDANDDEMANDMARKETINGREPORT·3
Ourlatestresearchgoesfurther.
Thisstudydemonstratesthatformany
thediscussionisfocusedonresource
allocation;inotherwords,howmuch
shouldIspendagainsteach?Thishas
resultedinastron
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