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.

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ABOUT THE AUTHOR
image of Laura Patterson

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.

Twitter: @LauraVEM

image of Jerry Rackley

Jerry Rackley is chief analyst at Demand Metric, a marketing advisory firm. Jerry brings over three decades of international marketing, media relations, and corporate communications expertise to each engagement.

LinkedIn: Jerry Rackley