More marketers today believe that they have a significant impact on the business than they did even a year ago (44% in 2007 vs. 34% in 2006), but they still face a number of nagging problems, including:

• Marketing isn’t always in charge of marketing
• Respect for marketing can be low
• Marketing responsibility hasn’t expanded much
• Marketers struggle to tie marketing activities to business results

However, as marketers are asked to step the quality of their marketing measurement systems, their understanding of what works and what doesn’t work is improving.

This study provides a detailed glimpse into what marketers today are measuring, how they’re measuring, the benefits of measurement, the most and least effective marketing activities, and what the best marketers are doing to drive results and achieve growth.

Key Takeaways

• There is a positive correlation between marketing’s impact and measuring results
• The discipline of measuring the return on marketing activities leads to better resource allocation, which in turn leads to improved results: a virtuous cycle
• The most effective marketing activities are executive-level and high-touch
• Some activities differentiate the best marketers from the rest of the pack: Marketing success correlates with experimentation

Study Methodology

In October 2007, ITSMA used a Web-based survey to gather data from its member companies. ITSMA received 34 responses from 32 companies that participated and analyzed the collected data in two ways:

• Type of company. Product and services company vs. primarily a services company
• Impact of marketing. Significant impact vs. some, little, or no impact

Respondent Demographics

Industry

• Primarily sell services – 44%
• Sell both products and services – 56%

Size

• Less than $500 million – 24%
• Greater than or equal to $500 million – 76%

Perspective of Respondents

• Little or no impact – 3%
• Some impact – 53%
• Significant impact – 44%

This report is available free to companies that provided detailed data in the study.
Agilent Burton Group CA Capgemini Cisco Systems CSC Eaton | Powerware Ericsson Fujitsu NW Comm Fujitsu Services HCL Technologies Ltd. HERMES SoftLab Hexaware Technologies Hitachi Consulting IBM Corporation Juniper Networks Lionbridge Technologies LogicaCMG Nokia Siemens Networks Northrop Grumman Information Technology Perot Pitney Bowes Polycom QAD Sun Microsystems Tata Consultancy Services Teletech Thermo Fisher Scientific Inc. VeriSign UK Limited VMware Wood Mackenzie Ltd. Xerox Corporation
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