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%).