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.


Partners+simons study finds bigger financial marketing budgets

Published on .

Boston—Financial services companies have bigger marketing budgets but are not satisfied with their ability to track and develop leads, according to a survey by marketing communications firm Partners+simons.

The study, based on interviews with more than 30 senior marketing executives at financial services companies, found that 55% of companies reported marketing budget increases over the past three years. One third of respondents reported marketing budget increases of more than 10%.

Eighty-one percent of respondents said marketing is taking on a more important role in delivering bottom-line results, and 64% said management wants greater accountability for marketing spending.

However, 64% of respondents rated their ability to track and develop sales leads as fair to poor, and few companies have a systemic measurement system in place to evaluate the performance of their entire marketing program, the study found.

—Kate Maddox

Most Popular
In this article: