The report was based on an online survey of 95 senior marketers, conducted in June.
It found that 75% of marketers reported a decrease in their marketing budget this year, while 67% said marketers are expected to drive more sales with the same or a reduced budget. To achieve this, most marketers are seeking to improve their marketing accountability systems and processes, the survey found.
For example, 32% of marketers said their cross-functional teams include representation from marketing, finance and research. That is up from 22% in a similar study conducted last year.
Also, 43% percent of respondents said they use customer lifetime value models as an accountability technique, up from 27% in last year's study.
The survey also found that 19% of marketers said they were confident that if they had to cut marketing spending by 10%, they could use metrics and analysis to forecast the impact on sales, compared with only 10% in last year's study.