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Marketing-Performance Measurement Yields Competitive Advantage

November 16, 2009

Companies that have fully embraced marketing-performance have marketing organizations that make a more positive impact on business—and are more likely to be market leaders—according to a study conducted by CMG Partners and Chadwick Martin Bailey.

The research, which studies how 400 companies are practicing marketing-performance management, also reaffirms many of the challenges that marketing leaders faces when adopting performance measurement approaches.

Strong Interest in Managing Marketing Performance

Overall, 75% of survey participants say they are interested in measuring the performance of their marketing initiatives. In addition, 44% of those interested in measurement practices say that it's a top priority within the marketing organization, and 38% indicate that it's a top priority at the corporate level.

Translating Insight Into Business Improvement

Most respondents say marketing-measurement insight is being underleveraged both within marketing departments and beyond the marketing function. Of the 93% of participants that measure marketing now, only 60% use the data as an input to budgeting and planning; 16% say the insights go largely unused.

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