Proving marketing impact and ROI is a challenge, but one that is more important than ever. B2B marketing organizations are undergoing a rapid and dramatic shift. Forty-five percent of B2B marketers report that their teams are now considered to be strategic functions by CEOs and executive leadership. This marks a huge jump from 10% just three years ago. That’s according to ITSMA’s survey of 67 senior marketing executives. The quantitative data and in-depth interviews with 12 of them show marketing results—and perceptions—are changing significantly.
New patterns in buyer behavior and the explosion of data from marketing technology and other sources are major factors in this change. A mandate for growth, with the onus on marketing to help achieve that goal, is another. But perhaps the most important factor in the growing perception of marketing as a strategic function is the result of changes in leadership. Incoming executives, whether inside or outside marketing, have much higher expectations of what marketing can and should deliver.
Living up to these expectations means not only delivering results but also demonstrating the impact of marketing’s efforts. Despite all of our new tools and technologies, this still presents a major challenge: 64% of marketers struggle to prove business impact. Perhaps ironically, the biggest obstacles to proving business impact come down to data. Although marketers have far more of it, most lack the data quality, integration, analysis, and links to business metrics that would help them prove their case. Most also feel they lack the budget and resources to solve the problem (but when does a marketer ever have enough budget and resources?).
This report offers recommendations to help marketing organizations improve their reporting, increase trust in marketing data, and prove marketing impact. It also provides suggestions for building and reinforcing marketing’s perception as a strategic business function.
Survey invitations were emailed during April 2015 to select senior marketing executives in the ITSMA community
67 senior marketers completed the survey
12 marketing leaders were interviewed by ITSMA
The Data Was Analyzed by Ability to Use Data to Measure and Communicate Marketing’s Impact (Data Savvy)
Leading edge. We directly tie marketing activity to business results
Above average. We use marketing data to optimize performance
ITSMA Online Survey: Communicating Marketing’s Impact and ROI to the C-Suite
Communicating Marketing’s Impact
and ROI to the C-Suite
Julie Schwartz, Senior Vice President
Research and Thought Leadership, ITSMA
2015 Measuring and Communicating Marketing Impact
Senior Vice President
Research and Thought Leadership
Abbreviated Summary | July 2015
This abbreviated summary highlights some of the most significant findings of ITSMA’s Measuring and Communicating Marketing Impact.
A more in-depth analysis can be found in the full report http://www.itsma.com/research/itsma-online-survey-communicating-marketings-impact-roi-c-suite/