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ANA/MMA survey: Companies boosting marketing accountability

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Wilton, Conn.—As marketers are forced to do more with less in the down economy, they are beefing up their marketing accountability efforts, according to a joint survey by the Association of National Advertisers and Marketing Management Analytics.

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.

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