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2013 ITSMA/VEM/Forrester Marketing Performance Management Survey: Increasing Marketing’s Relevance to the Business

$495.00
  • Author(s) Julie Schwartz, Matt Kerwick, Dianne Kim, Laura Ramos, Laura Patterson
  • Published June 14, 2013
  • 115 Pages
  • Category
  • Type Benchmarking
  • 115 Pages
  • .PDF Format

Overview

To be relevant to the business, marketers need to measure and communicate the right metrics. They have a long way to go. Less than half think that measuring marketing’s contribution to the business is very important or critical. And only a small percentage of CEOs and CFOs use marketing’s metrics in decision-making. The reasons: marketers fail to report on business outcomes; they focus on efficiency rather than effectiveness; and they don’t provide predictive insights. The C-suite wants marketing to paint a picture of how marketing contributes to the business. Marketers need to create clear line of sight between marketing investments with business performance—to select the right metrics, set numerical targets, and show how marketing activity is linked to business outcomes.


Methodology

Web-based Survey

  • Survey invitations were emailed during March and April 2013 to the ITSMA, VEM, and Forrester communities. In addition, survey invitations were extended via social media outlets such as Twitter and LinkedIn.
  • 424 people completed the survey

The Data was Analyzed By

  • 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

  • Sell both products and services
  • Primarily sell services
  • Primarily sell products

Company Size

  • Less than $50 million
  • $50 million up to $99 million
  • $100 million up to $499 million
  • $500 million up to $999 million
  • $1 billion up to $4.9 billion
  • $5 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:

(ISC)2
3M
7-Eleven
AARP
Accenture
Accountable Marketing B.V.
Achieve Business Solutions
ACI Worldwide
Acronis
Adobe
Advens
AGC Networks
Agiliti
AgVantis
Albertus Magnus College
Alcatel-Lucent
Alen Corp
Allegiance
Allegra Network
Amazon
Amdocs
American Customer Satisfaction Index
American HealthTech
Amitech Solutions
Amway
Analytic Partners
Arizona Chemical
ASG Software Solutions
Astute Networks
AT&T
ATCO Electric
Attivo Technologies
Autodesk
Avaya
Avery, Teach & Co.
Avnet
Axai
B2Bdatapartners
Bacardi
Baufest
BC Ferries
Berlin Cameron United
Best Friends Animal Society
Bitdefender
Black & Veatch
Bloomberg BNA (software segment)
Blue Bell
Boston Scientific
BOXX Technologies
Bristlecone
BT
Bulldog Solutions
Business Marketing Association
CA Technologies
CallidusCloud
Campus Federal Credit Union
Canto Software
Capgemini
Centage
Certain Solution, LLC
CfMC Research Software
CGI
Cheers Interactive
Cherwell Software
Ciena
CIRA
Cisco Systems
Citrix Online
Clarizen
ClearSlide
Cleversafe
Cloudant
Cloudiosphere
CMO Solution
Cocomms
Coffman Engineers
CompuCom
Confirmit
Congruent Solutions
Cooper Consulting
Covisint
Cox Digital Solutions
CPqD
CSA Travel Protection
CSC
CU Companies
CUNA Mutual Group
Curran
CyVek Datical
Dell
Deloitte
Dimension Data
Diversified Business Communications
DocuSign
Edward Jones
Efficientix
Embarcadero Technologies
EMC
Emerson Process Management
Endowance Solutions
Engage121
Ericsson
Exact
Fiksu
FIS
Foodservice Solutions
Ford Motor Company
Fujitsu
Geehan Group
Gemalto
Gen2 Advisors
Genpact
GPJ
Gray Oil Company
Grupo Financiero Banorte
Gulfstream
HCL Technologies
Hewlett-Packard Company
Hill & Wilkinson General Contractors
Hitachi Data Systems
Huawei
Hudson River Group
IBM
ICU Medical
Ideaca
IDEXX
IgnitionOne
IIBA
Informatica Integral Empresarial
Infosys
Infotech Enterprises
Innovadex
InPro Corporation
InsideView
Insurance House
Intel
InterCall
Intershop Communications
Jack Henry & Associates
Jacksonville Port Authority
JH&A Advertising
Journyx
JUICE Mobile
Juniper Networks
Kaplan
Kennametal
KPIT Cummins
KPL
KPMG
Kronos
KSV
LaPTechnos & Services
Leader Networks
Leadspace
LexisNexis
Life Technologies
Lister Technologies
LNV
LogMeIn
LORD
Magenic
MaintenanceNet
Market Luminary
MarketBridge
Marketing Productivity Group
Marvin Windows & Doors
Maxymiser
Medical Mutual
MedPlus
Meltmedia
Merchantry
Meridian Knowledge Solutions
Metia
MGM Resorts International
MicroAssist
Microsoft
mindSHIFT
Mizuno
Moen
Molson Coors
MTS
Mutual Mobile
Mutual of Omaha
National Instruments
NEI Investments
NERA Economic Consulting
Nestlé
NetClarity
Netmagic
Nicor
NIIT Technologies
Nintex
NitroMojo
Northwest Federal Credit Union
Nokia Siemens Networks
Online Business Systems
Optum (UnitedHealth Group)
Oracle
Orange Business Services
OrgSync
PDMS
Peer Resources
Persistent Systems
Pitney Bowes
PKF Texas
Planview
PMI
Point Balance
Polycom
Practease
Primary Intelligence
PrinTree
ProcessUnity
Project Insight
ProLogic IT
PSE&G
PTC
PulsePoint Group
PwC
QFS Group
Quinnox
Qvidian
Racepoint Group
Rave Mobile Safety
RBC Royal Bank
ReachForce
Restaurant.com
Ricoh Americas Holdings
Royal Neighbors of America
Sagitec Solutions
SAP
Sapient
SBS Group
Seapine Software
Siegel+Gale
Siemens Enterprise Communications
SIGMA Marketing Insights
SITA
SmartDeploy
SocialRep
Socialware
Sophos
Starmount
Stratus Technologies
Summa Technologies
Sun Pharma
SunGard
Supply Chain Services
SupplyFrame
Swagelok
Symantec
Talent Vectia
TappIn
Tata Consultancy Services
TCSI
TecCon
Teledyne LeCroy
Telefónica
TeleTech
Teradata
Terracotta
Tetra Tech
The Nerdery
The Solutions Group
Tourico Holidays
TradeKing
TriComB2B
Trihydro
TriZetto
Unicor Global Limited
Union Savings Bank
Unisys
United Stationers
Verizon
Vision Critical
Vistex
VMware
W.W. Grainger
WellPoint
Wilson & Company
Winsper
Wipro
Wolters Kluwer
WorldAPP
Xerox

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