B
Evidence Grade B
Graded
under review
Safe to Cite
Current
30%
30% -- marketing budget waste rate for marketing leaders (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2026
Entity
Geography
Global
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
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://medialake.ai/blog/creative-operations-has-a-visibility-problem-and-its-costing-billions/ ↗
Source Article
Creative Operations Has a Visibility Problem - And It’s Costing Billions - Medialake®
Creative Operations Has a Visibility Problem – And It’s Costing Billions
By Richard Wilson, CEO @ Medialake®
The Visibility Crisis in Creative Operations
For years, the role of Creative Operations has been defined by workflow.
How briefs move through the organisation.
How in-house teams commission p…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner research as reported by Medialake blog.
Methodology documented
Segmentation
Industrymedia_entertainment
Company SizeEnterprise
RegionGlobal
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
marketing leaders: 30% marketing budget waste rate. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketing-budget-waste-gartner
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<blockquote cite="https://lighthousedata.io/data/marketing-budget-waste-gartner" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- marketing budget waste rate for marketing leaders<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/marketing-budget-waste-gartner" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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