The Commercial Mandate
Is the true value of Marketing realised in business today?
And if not, what needs to change to unlock it?
The first strategic report by The Marketing Hub brings together data, diverse leadership perspectives, and the key conclusions of Marketing Arena — shaping a clear commercial mandate for the future of Marketing.
The Marketing Verdict 2026 – The Commercial Mandate was built from:
The report explores the gap between the value Marketing can create and the way that value is recognised, demonstrated, and leveraged inside organisations today.
The Marketing Hub's flagship annual event, bringing together CEOs, CFOs, and senior Marketing Leaders for an open strategic dialogue on marketing's role in business growth — where research meets real leadership decisions.
The first and largest annual research study on marketing in Greece, now in its fifth consecutive year. It captures the priorities, challenges, and trends facing senior marketing professionals — from AI adoption and budgets to KPIs and workforce skills.
A research initiative that captures how CEOs view marketing's role in business strategy. It maps the gap between how marketing is perceived at the top and how it could be leveraged as a true driver of commercial performance.
How Marketing can demonstrate its contribution to growth, revenue, and overall business performance.
What it takes to align more strongly with strategy, commercial priorities, and the financial outcomes of the business.
The skills, structures, and new collaboration models Marketing teams need to rise to their expanded role.
How Marketing can leverage AI not just as a productivity tool, but as a lever for transformation and value creation.
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