Cost of Chaos Report | Chapter 4

The Journey to coherence

With fewer random acts of marketing and more impact across the customer journey, that equates to a 2.5x revenue impact from data-driven operational models9 and more than 10% annual market share growth for best-in-class omnichannel B2B brands (McKinsey). Plus, the research also reveals nearly all buyers notice a positive difference when vendors operate coherently (97%) as it improves trust, efficiency, and decision making.

For marketers, it clearly delivers internal benefits too, with respondents revealing stronger alignment with business goals (40%), more consistent quality of work (38%) and reduced stress for teams (37%). Given that a significant number of marketers (35%) are either unsure or see marketing, sales, and partners operating in silos, it suggests coherence remains an aspirational target for many organisations.

What comes to mind when you think of a coherent marketing team?

Top three:

Alignment of marketing activities to business goals (41%), structured regular reporting (42%), and collaboration across agency teams (37%) are seen as the most impactful practices for clients. These practices are associated with improved outcomes and stronger client relationships. Coherence improves trust, efficiency and decision making for marketers and buyers.

The research reveals nearly all buyers notice a positive difference when vendors operate coherently (97%) as it improves trust, efficiency, and decision making. 

Chaos is undermining marketing
effectiveness and wellbeing.

The research reveals that over half of marketers describe their working environment as chaotic, with this chaos leading to missed opportunities, stalled deals, and inconsistent quality of work.

These pressures are not only operational but also deeply affect individual wellbeing. Marketers experience burnout, fatigue, and for 72% of them, poor or only average sleep quality.

Fragmentation across teams and processes is a core driver of chaos.

Disconnection is embedded across the marketing function, particularly in areas such as product, partner, and demand.

This fragmentation results in misaligned strategies, unclear messaging, and a lack of trust both internally and externally. Buyers also report that too many decision makers, inconsistent vendor messaging, and lack of trust are major barriers in the buying process.

Coherence and alignment
offer a clear path forward.

Nearly all buyers notice a positive difference when vendors operate coherently, citing improvements in trust, efficiency, and decision making.

For marketers, adopting data-driven operating models and aligning activities with business goals are associated with stronger business outcomes, more consistent quality of work, and reduced stress. The adoption of AI and coherent practices is seen as a catalyst for positive change, but technology must enhance, not replace, clarity and human connection.

Chaos isn’t temporary. It’s the reality for marketers fighting siloed teams, random acts of marketing, and invisible ROI. But coherence isn’t impossible. It’s what happens when you align the right skills, break down silos, and put marketing, sales, and product on the same page.