The Path to Better Marketing Results

  • Author(s) Julie Schwartz, Matt Kerwick, Dianne Kim, Laura Patterson
  • Published September 20, 2012
  • 125 Pages
  • Category Marketing Operations
  • Type Benchmarking
  • 125 Pages
  • .PDF Format


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:

  • Alignment
  • Accountability
  • Analytics
  • Automation
  • Alliances
  • Assessment

This survey report outlines the details of the survey results and offers recommendations for marketers who want to become best-in-class.

Marketing Made Simple TV Julie Schwartz and Laura Patterson share details about the 2012 Marketing Performance Management Survey on Marketing Made Simple TV


Web-based Survey

  • 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

Special Offer

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:

  • Aditya Birla Minacs
  • AM Consultores
  • Ascend Learning
  • Autosplice
  • Avanade
  • Avaya
  • Beazer Homes
  • Benchmark Learning
  • Betafence
  • Black & Veatch
  • BOXX Technologies
  • Capgemini
  • Ciber
  • Cisco Systems
  • Citibank
  • Cognizant
  • Conexus Credit Union
  • CSC
  • Dartmouth College
  • Dell
  • Deloitte Consulting
  • DLA Piper
  • EMC
  • Ericsson
  • Event360
  • F5
  • Fujitsu
  • General Electric
  • Genworth Financial
  • Global Knowledge
  • HCL
  • HealthPlan Services
  • Hill & Wilkinson
  • Hitachi Data Systems
  • HMS
  • HP
  • HSBC
  • Huron Consulting Group
  • IBM
  • Infor
  • Infotech Enterprises
  • Jackson Energy Authority
  • JPMorgan Chase & Co
  • Kennametal
  • KPMG
  • LCS
  • LifeNet Health
  • Lumension Security, Inc.
  • Microsoft
  • Missouri Employers Mutual
  • Motion Computing
  • Motorola Solutions
  • MTS Systems Corporation
  • NIIT Technologies
  • Nokia Siemens Networks
  • Northrop Grumman Corporation
  • NTT Data
  • Oracle
  • Orange
  • Parker Hannifin Corporation
  • PolyOne
  • PPG Industries
  • RoArk
  • SAP
  • Silicon Labs
  • SITA
  • Steria
  • SunGard
  • Symantec
  • Tata Consultancy Services
  • Telindus
  • Telus
  • TUV SUD America, Inc.
  • URS Corporation
  • US Postal Service
  • VaraLogix
  • Ventyx
  • Verizon
  • VIA Metropolitan Transit
  • Visa Energy
  • Wolters Kluwer
  • Xerox

  • This report is available for sale at member and nonmember prices.
  • See if your company is an ITSMA member
  • Email ITSMA for more information
This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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