B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
50%
50% -- share of businesses with documented marketing plan for businesses (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Dun & Bradstreet
Primary
Tier C
https://rockstarrandmoon.com/insights/creating-a-marketing-strategy/ ↗
Source Article
Creating a Marketing Strategy — Rockstarr & Moon
Did you know...Less than 50% of Businesses Have a Documented Marketing Plan?
It seems crazy to think about this now, but do you remember life before GPS, cell phones or even Map Quest? When you wanted to get from point A to point B, you had to take out a map and figure out the best path. Even AAA us…
Original Research
Dun & Bradstreet
· Original study ↗
Methodology
Cited by Rockstarr & Moon, attributed to Dun & Bradstreet; original methodology not stated
Methodology documented
Segmentation
Industryb2b_saas
RoleAll marketers
Cite this stat
Plain Text
businesses: 50% share of businesses with documented marketing plan. Source: Dun & Bradstreet (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/businesses-documented-marketing-plan
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<blockquote cite="https://lighthousedata.io/data/businesses-documented-marketing-plan" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- share of businesses with documented marketing plan for businesses<br><small>Source: Dun & Bradstreet (2025) · <a href="https://lighthousedata.io/data/businesses-documented-marketing-plan" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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