The survey of 136 marketing executives was conducted online in January and February. Fifty-eight percent of the respondents said measuring marketing performance was a top priority at their company, but 64% said they had no marketing performance training or budget.
Also, 63% said increasing share in existing markets was a top priority, but only 37% had regularly reported performance indicators for share.
More than 80% of respondents gave a six or less (on a 10-point scale) in terms of their level of satisfaction with their ability to track marketing performance.
Only 17% indicated that their CEO believes marketing efforts are effective and the contributions are measured; 53% said their CEO believes marketing programs are effective but the contributions are not measured; 28% indicated their CEO is not sure what the impact of marketing is and the results are not measured; and 2% said their CEO does not believe marketing programs make a difference to the organization.