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2014 ITSMA/VEM Marketing Performance Management Survey The Link Between Marketing Performance Management and Value Creation

Author: Julie Schwartz , Dianne Kim, Laura Patterson
Published: June 5, 2014
Ref. Number: SV4593
Pages: 112
ITSMA ViewLinking Marketing Performance and Value Creation Abbreviated Summary

Overview

Marketing organizations are under more pressure than ever to create business value. Yet only ¼ of marketers say they are able to measure and report the contribution of its programs to the business. What separates the “A” marketers from the rest? The “A”s have the right mindset, believe it’s possible, and make measurement a priority. In addition to the right mindset, the “A”s have nailed the five fundamentals of aligning marketing activities to business results.

  1. They get clarity around the business outcomes that matter the most by speaking the language of the business and having regular two-way dialogue with senior executives.
  2. They track and report outcome metrics that measure impact, not just metrics that track activity, output, and marketing efficiency.
  3. They set quantifiable performance targets for every program and activity.
  4. They use data chains to create clear lines of sight between marketing investments and business outcomes.
  5. Finally, the “A”s use marketing dashboards to track its effectiveness but also to communicate impact on business outcomes, allowing them to justify additional budget.

See the infographic and read the article on Julie’s B2B Services Marketing Blog


Methodology

Web-based Survey

  • Survey invitations were emailed during April 2014 to the ITSMA and VEM communities. In addition, survey invitations were extended via social media channels such as Twitter and LinkedIn.
  • 380 people completed the survey

The Data was Analyzed by Marketing Performance Grade

  • A’s: Marketing demonstrates contribution to the business (Grade: A)
  • Middle of the Pack: Marketing makes a difference, but contribution not measured (Grade: B)
  • Laggards: Marketing may have an impact, but not known if impact is material (Grade: C/D)

Participant Offer for Members

This report is available for no additional fee to current ITSMA members that responded to this survey.

See a list of all the companies that participated

(ISC)2
1400 Words
1BlockUp
2getmarketing2go
ABB
Accelent Consulting
Accountable Marketing
Accuquest
ACI Worldwide
Advens
Agilent Technologies
Alcatel-Lucent
Alfresco
Alvarez & Marsal
Ambit Energy
AMD
Amdocs
American Innovations
AMRT
Ancipink
Apps Associates
ArthroCare
Aspire Financial Services
Avanade
Avaya
Bazarian
Beckon
Berenson Corporation
Black & Veatch
BMC Software
Booke
Bottom Line Analytics
Briggs & Stratton
Brink’s Nederland
Brodnicki Public Relations, Inc.
BT
Burke Corporation
Business Intersection.net
CA Technologies
Capco
Capgemini
Cavallo
CB&I
CDW
Celink
Cetrom
CGI Group, Inc.
Chasse Consulting
China Logistics
Chubb & Son
Ciena
Cipher Creative Group
Cisco Systems, Inc.
Citi
CM First Group
CMA Tech
Cochran, Inc.
Cocomms Oy, Ltd.
Coffman Engineers
Cognizant
Colt Technology Services
Compassites Software Solutions
Conento
ConnectShip for UPS
Constant Contact
Corporate Financial Group
CSC
Cutter Consortium
Cylance, Inc.
De Novo Ground
Definitive Medical Productions
Dell @ Seton Healthcare Family
Dell, Inc.
Deloitte LLP
Deloitte Support Services (I) Pvt., Ltd.
Deltek
DemandGen AG
De-Monitor Consultants
Denali Group
Digite, Inc.
Dimension Data
Disney ABC Television
DMA
DNASTAR
Docustar
Dow Corning
DSV
Eastman National Bank
Ellett
Elsevier B.V.
EMC Corporation
Emerson Network Power
Encendre, LLC
Ethinos Digital Marketing
Exel
EXHIB-IT!
Expertise
Extreme Networks
EY
Fairbanks Morse Engine
Firstsource
FIS
Forrester Research
Freescale
Fujitsu
GE Healthcare, Global Services
Gemalto
Genpact
Global Channel Marketing Solutions
Global Knowledge
Groupama Phoenix
Grupo Solaris
Hallmark Data Systems
Hay Group
HCL Technologies, Ltd.
HDS
Hellmann Worldwide
Hewlett-Packard Company
Hitachi Data Systems
Household Heroes, LLC
HRE Technical Marketing
Hufcor, Inc.
Huron Consulting Group
IBM
IMV Business, Inc.
Incisive Marketing
Infosys BPO
Infosys Public Services, Inc.
Infotech
Infuse Media Group\
Innominds Software
Inpro Corporation
Insight
Insight Beverages
InSinkErator div Emerson Electric
Intel Corporation
IntelliQ Health
Intelliware
Invensys
Iron Mountain
JDA Software
Jolic
Juniper Networks
Kaman
Kennametal, Inc.
Ketchum
King Innovative
Kirkland’s, Inc.
Knowsys Educational Services, LLC
KPIT Technologies
KPMG, LLP
KPN
Kronos
Land Use Planning & Zoning Services
LANDESK
LAPFCU
Laserfiche
Les Pros de la photo
Levi Strauss
LifeNet Health
Long Consulting
Loyola Marymount University
LuvYa Reader
Magnetrol
Mainstay Company, LLC
Manke
MarketingIntel
Marovino Visual Strategy
Maxim Integrated
McCoy Corporation
Mead & Hunt, Inc.
MedWay OHS
Mereo, LLC
Micro Strategies
Microsoft Corporation
Minacs
Mindtree
Mirae Asset Global Investments
Missouri Employers Mutual
Motorola Solutions
Modgility
Momentive
Monk Development
MulvannyG2
Mutual of Omaha
Naser Trading Establishment for Marketing
NCR Corporation
Neopost USA
NetApp
Net-Results
New Zealand Post
Nicor Energy Services
Northern Credit Union Limited
Northern Trust Asset Management
NSN
NTT DATA
NY Life
Old Mutual South Africa
Olmsted Medical Center
Omron
Online Business Systems
Oracle
Orange Business Services
PA Consulting
Packet Design
Panomatics USA
Parker Hannifin Corporation
PDS
Pearson ELT
Pegasystems
Penetrace
Philips Healthcare
Pitney Bowes
Point Balance
Polycom
Princess Cruises
Principal Funds”
Protiviti
PTC
QBS
Qlik
Quad/Graphics
Quinnox
Rally Software
Recoordinate
Regis University
Ridley
Rimini Street
RiverStone Wealth Management/Cary Street Partners
SAE International
Sailpoint
Salesforce
SAP
SBS Group
Semantic Advantage, Inc.
Siemens
Siemens PLM Software
SITA
SME
SMR Services
SoftServe, Inc.
Sonics, Inc.
Spawnit
SQS
Starmount
SunGard Consulting Services
Symantec
Syngenta
TantaComm
Tata Consultancy Services
Telefonica
Teradata
The Denver Center for the Performing Arts
The Department of Marketing
The Keil Group, Inc.
The Loyalty Maker
The Write Answers
Thermo Fisher Scientific
TK3 Consulting
TomTom
Torka Sports Towels
Towers Watson
Travel Media Group
TriZetto Corporation
Truss Media Services
TUV SUD America
U.O.A., Inc.
UBM Tech
Unify
University of Lodz
Valiant
Valicom
Virginia Commonwealth University
Visit Rentals
VMware
Vodafone
Wedgewood Wedding & Banquet Centers
Westpark Communications, L.P.
Wilbanks Business Systems
Wipro
Wray Ward
Xerox
Zend Technologies
Zensar Technology

Member Participants: request a copy of the report (no additional fee). Orders will be processed the next business day.

This report is also available for sale at member and nonmember prices.

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