Only one-fourth of companies believe they are managing their marketing efforts effectively, according to the results of a survey of more than 400 companies by my firm, CMG Partners, and market research firm Chadwick Martin Bailey. But the study also found that those companies that actively use marketing effectiveness best practices are reaping positive results in areas such as share gains or revenue growth.
The study, entitled The Marketing Performance Advantage, surveyed more than 400 companies across a variety of industries and company sizes to determine the key attributes of successful marketing organizations and to understand what marketing practices they employ.
“We found a high degree of interest in marketing measurement, but surprisingly very few executives reported success with translating that interest into improved marketing effectiveness or bottom line results,” observed Rich Schreuer, senior vice president of Chadwick Martin Bailey.
For example, the study found 75% of participants expressed interest in measuring the performance of their marketing initiatives yet….
- only 27% of companies are fully integrating their marketing measurement insights into marketing planning,
- only 20% believe they excel at measuring the performance of marketing initiatives, and
- only 24% believe they are improving business results based on this information
For more visit the site, The Marketing Performance Advantage.