CMO Council study finds most companies lacking in marketing and sales effectiveness

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Palo Alto, Calif.—While marketing and selling capabilities are cited as a top priority by global corporations, the majority of companies do not give themselves high marks for marketing and sales effectiveness, according to a new study by the Chief Marketing Officer Council.

The study “Driving the Bottom Line From the Front Line,” was based on an online survey of nearly 1,000 marketing and sales senior executives at global companies conducted earlier this year.

It found that marketing and/or selling capabilities were ranked as a top priority contributing to a company’s commercial success by 83% of respondents.

However, only 33% of respondents said their companies were “extremely good” or “quite effective” at marketing effectiveness, while 22% said their marketing effectiveness “needs work” and 44% said they are “getting better.” One percent of respondents said their marketing effectiveness is “deficient.”

—Kate Maddox

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