The Real ROI Of Trust: Why Long-Term Leaders Think Beyond The Quarter

Forbes

24-06-2025

Trish Nettleship is the Chief Marketing Officer of NCR Voyix. She writes about marketing, communications and leadership.
Trust is often overlooked in business conversations, yet it remains one of the most powerful drivers of growth, alignment and long-term success. It can't be manufactured or rushed. It's built gradually through consistency and reinforced by the everyday actions leaders and brands make.
Trust cuts across every layer of business. In marketing, team culture and executive leadership, it's the underlying force that transforms attention into loyalty and keeps teams motivated and engaged, especially when priorities inevitably shift.
Marketing outcomes are usually tied to metrics like customer acquisition costs (CAC). But beneath every marketing engagement is a more important factor: belief.
This is the belief that a product will deliver on its promise, that the people behind the company understand your business and that you won't be left behind once the contract is signed. This trust is what drives marketing performance.
Research confirms this. Trusted companies outperform their peers by up to 400%. This is because trust reduces perceived risk and uncertainty, especially in digital transactions where products can't be physically evaluated. It accelerates decision-making, fosters loyalty and contributes directly to the bottom line.
When everyone in a buying committee trusts the brand and the people behind it, decisions happen faster, alignment becomes easier and hesitation fades. A single story, ad or demo won't create that dynamic, but familiarity, relevance and a clear point of view will.
The most trusted leaders and brands aren't the loudest in the room. They're the ones who follow through, say what they mean and show up with consistency. Ultimately, it's the small, day-to-day behaviors that build long-term equity.
Whether it's a one-on-one conversation with a team member or a tough discussion with a customer, those moments shape how others perceive your reliability and values. Delivering with clarity and integrity builds confidence, and that confidence becomes influence across the organization.
When Covid hit during my time at Brightree, we immediately paused all marketing campaigns and shifted our full attention to supporting our customer base of home medical providers navigating constant change. From new regulations to disrupted supply chains, the environment was incredibly dynamic.
In scenarios like this, I've realized how critical it is to keep providers informed and equipped with timely resources. This isn't about metrics; it's about doing what is right. And it strengthened our relationships in a way no campaign ever could.
Trust doesn't come from polished collateral or landing pages alone. It comes from thought leadership that delivers insight and value. Ninety percent of decision-makers and C-suite execs are more likely to be receptive to marketing outreach if the company reaching out regularly creates high-quality thought leadership. That speaks volumes about what modern buyers are looking for.
Leaders who share what they've learned, how they're thinking and where they're headed invite others into their process. Over time, their voice becomes a trusted resource. Being valuable, not viral, is what builds staying power. Consistency is what turns that value into credibility.
In fast-paced, high-growth environments, it's tempting to default to short-term wins. But trust compounds. It helps you weather setbacks without losing momentum. It transforms satisfied customers into long-term advocates. And it strengthens teams during difficult moments.
Trust isn't a tactic or a quarterly initiative. It's the infrastructure that supports everything else.
Leaders and brands that invest in trust will always have an advantage. Trust moves people to act. It creates space for innovation and turns relationships into results. Build it carefully, and you won't have to chase credibility. It will already be working for you.
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