The question the C-suite often asks of Marketing is this: "What have you done for us lately?"
Most marketers are facing constant scrutiny regarding their performance and contribution. Very few, however, are responding to it in a way that inspires confidence.
The 2015 Marketing Performance Management (MPM) Benchmark Study: A Diagnosis and Prescription for Marketing Performance Management, measured that pressure from the C-suite, finding that 83% of survey participants feel it.
But the way marketing organizations respond to that pressure differs significantly, and those differences are defining.