Financial executives widely dissatisfied with marketing measurement

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Wilton, Conn.—A scant 7% of senior-level financial executives surveyed report being satisfied with their company’s ability to measure marketing ROI, according to a study published Tuesday by Marketing Management Analytics, a unit of Carat, and Financial Executives International, an association of senior corporate financial executives.

MMA and FEI surveyed 150 members of FEI online last November. Only one in 10 expressed confidence in marketing’s ability to forecast its impact on sales, according to the study.

“Marketing needs to stop fostering ‘rock star’ behavior and focus on rock-steady results,” said Ed See, COO of MMA, in a statement. “Our survey shows that marketing accountability falls short of the expectations of the C-suite, and most financial executives can’t get visibility into how well marketing is driving sales.”

Fewer than 20% of financial executives surveyed indicated they have full cooperation and open communication with marketing in order to establish metrics, and fewer than 10% said their company had a separate budget allocated for measuring marketing effectiveness.

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