Summit Strategies · Marketing advisory
The cost of fragmented marketing is larger than the budget
Fragmented marketing costs more than the line items on a budget because it slows decisions, weakens positioning, and makes good work harder to recognise.
Quick answer
Fragmented marketing happens when teams, agencies, channels, and leadership decisions operate without a shared commercial direction. Its cost appears in duplicated work, slow decisions, inconsistent customer experiences, weak measurement, and missed opportunities.