More than 400 business and marketing professionals from over 200 companies completed the survey, which was designed to assess Marketing's performance: specifically, how marketers use data, metrics, and analytics.
Some of the key findings...
—Just 40% of marketers say measuring Marketing's value and contribution to the business is very important or critical.
—However, less than 10% of senior executives are relying on marketing data to make decisions.
—The C-suite can't relate marketing activity-based metrics to business outcomes.
—The "A" marketers are ahead because they know what their key stakeholders care about.
—These "A" marketers are actually moving two of the most important business outcome needles: market share and customer satisfaction/loyalty.
Laura Patterson is president and founder of VisionEdge Marketing. For 20+ years, she has been helping CEOs and marketing executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization.