However, that percentage varies significantly by company size, with the smallest companies (fewer than 50 employees) least likely to have a documented marketing plan (only 56% reported having one for 2013) and the largest (1,001-5,000 employees) most likely to have one (81% reported having one).
Having a documented marketing plan seemed to be linked to overall satisfaction with a company's marketing team, Marketo found in its analysis: Over three-quarters (77%) of respondents who were extremely satisfied with their marketing team had documented marketing plans.
Below, additional key findings from the report, which was based on data from a survey of 493 B2B and consumer marketing professionals.
- 16% of respondents say they always meet their marketing goals, and 55% say they usually do.
- However, 22.5% say they don't have measurable marketing goals.
- 42% of respondents run five or fewer marketing programs per month.
- Small companies (50 or fewer employees) are the most likely to run fewer than five marketing programs per month.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji