ANA/MMA study finds increased collaboration between marketing and finance

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New York—Marketing and finance groups are working together more closely to measure the impact of marketing efforts, according to a new study by the Association of National Advertisers and Marketing Management Analytics.

The study, which was fielded by CoActive Marketing, was based on an online survey of 128 senior marketers conducted in May.

Thirty-three percent of respondents reported “full cooperation and an open dialog” between marketing and finance in establishing metrics and methodologies for measuring marketing ROI, up from 22% last year.

Also, nearly half of respondents reported “some cooperation” between marketing and finance in establishing metrics and methodologies to measure marketing ROI.

“In demonstrating the value of marketing as a contributor to business growth, it is important for marketers to engage their counterparts in finance and throughout the organization,” said Bob Liodice, president-CEO of the ANA.

“We are pleased that marketers are moving in the right direction, but there is still much work to be done.”

The study also found that approximately one-third of respondents reported that marketing ROI goals were closely aligned with overall corporate goals.

However, about one-third of respondents also indicated that there were no written goals for marketing in their companies.

—Kate Maddox

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