Marketers are caught in a downward spiral reporting past performance to continually prove the value of marketing. They must begin using marketing data to influence decisions and improve marketing.
Only then can marketing have a greater impact on business results. In July 2012, ITSMA and VisionEdge Marketing (VEM) conducted the 2012 Marketing Performance Management Survey with 405 marketers to assess marketing’s performance with regards to how they use data, metrics, and analytics. While most marketers still struggle with this, the research shows that a few exceptional marketers have cracked the code.
ITSMA/VEM have identified the 6 principles of best-in-class marketing performance management:
This survey report outlines the details of the survey results and offers recommendations for marketers who want to become best-in-class.
|Julie Schwartz and Laura Patterson share details about the 2012 Marketing Performance Management Survey on Marketing Made Simple TV|
- Survey invitations were emailed during July 2012 to the ITSMA and VEM communities. In addition, survey invitations were extended via social media outlets such as Twitter and LinkedIn
- 405 people completed the survey
ITSMA and VEM Analyzed the Data Three Ways
- Marketing Performance Grade:
- A: Marketing demonstrates contribution to the business (A’s)
- B: Marketing makes a difference, but contribution not measured (Middle of the Pack)
- C/D: Marketing may have an impact, but not known if impact is material (Laggards)
- Company Type
- Sells products and services vs. Primarily services
- Company Size
- Less than $100 million
- $100 million up to $999 million
- $1 billion up to $9.9 billion
- $10 billion or more
This report is available for no additional fee to current ITSMA members that responded to this survey.
Member Participants: request a copy of the report (no additional fee). Orders will be processed the next business day.
Select participant companies below: