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ANA/MMA study finds greater need for alignment between marketing and finance

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New York—Though the vast majority of marketers (92%) now have some type of marketing accountability process in place, dissatisfaction with marketing measurement and internal accountability processes is widespread, according to a newly released study conducted by the Association of National Advertisers in conjunction with Marketing Management Analytics, a marketing measurement company.

The study found that a relationship between marketing and finance is often lacking. Sixty-one percent of marketers surveyed for the study said there is “some” cooperation between the two departments when establishing metrics and methodologies for measuring marketing ROI, while only 22% said there was “full” cooperation.

In addition, 42% of marketing executives said they are dissatisfied with marketing ROI measurements within their company, up seven percentage points from last year’s study, while 45% said their organization lacks marketing ROI definitions (up 20 percentage points).

The online survey, fielded by Guideline Research in July, is based on responses from more than 200 senior marketers who are ANA members. It is the fourth annual accountability study by the two organizations, the results of which will be presented next Monday at the ANA Marketing Accountability Forum in Palm Beach, Fla.

—Carol Krol

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