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Survey finds marketing contributing to bottom line

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Austin, Texas—Marketing is doing a better job contributing to an organization’s bottom line, although it still has room to improve in effectiveness and efficiency, according to a new study by VisionEdge in association with Marketo.

The study, “Measuring Marketing Performance,” was based on an online survey of 423 business executives and marketing professionals, conducted between Feb. 15 and March 15.

It found that 39% of respondents agreed that marketing is doing a good job contributing to the financial condition of the business, up from only 19% last year. Also, 47% of respondents said the link between marketing activities and business goals is clear, the same as last year.

However, only 27% of respondents said marketing is effective at forecasting its ability to impact business goals; 41% agreed that marketing is good at improving its efficiency.

When it comes to measuring marketing performance, the top areas for which marketers have metrics are campaign management (40%), customer management (33%), lead management (31%) and market outcomes (31%).

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