×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

CMO Council study finds marketers not realizing full revenue potential of current customers

Published on .

Palo Alto, Calif.—More than three quarters (76%) of senior marketing executives said they are not realizing the full revenue potential of their existing customers, according to a new report from the Chief Marketing Officer Council.

The report was based on an online survey of more than 650 senior marketers, conducted from mid-August through mid-November.

It found that only 46.5% of marketers said they have good insight into retention rates, customer profitability and lifetime customer value.

When asked what they were doing to improve top-line and bottom-line performance, 40.0% of marketers said they were reducing head count, overhead and/or budgets.

Other plans include automating complex and costly processes (38.7%), outsourcing more services and functions (31.2%) and reformulating products or minimizing packaging to contain costs (27.8%).

—Kate Maddox

Most Popular
In this article: