Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

85% of Marketers: Our Value’s Being Measured More Than Ever

July 15, 2014 By Heather Fletcher
Get the Flash Player to see this rotator.
 
Marketers may be listening to Queen and David Bowie's hit "Under Pressure" a lot more right now. In 2012, only 40 percent of marketing professionals said "measuring marketing's value and contribution to the business is very important or critical." In research eMarketer cites on July 14 about 2013 responses, 85 percent say the pressure is on to please the C-suite.

Furthermore, according to the "ITSMA/VEM 2014 Marketing Performance Management Survey," only 26 percent of marketers believe they made the case to the C-suite that "marketing was able to measure and report the contribution of its programs to the business." (That's actually down 1 percent from the previous year.)

Sixty-eight percent of marketers think their efforts make a difference, but don't measure how they meet business goals; 67 percent said the same in 2012.

What's more is that C-suite expects to hear about those measurements more often, according to the "Ifbyphone 2014 State of Marketing Measurement Survey." Eight percent of marketers are expected to report metrics daily, 25 percent need to do so weekly (up 5 percent from 2013), and 27 percent share them monthly (up 1 percent). C-suiters mostly ask for proof of links to increased sales and revenue, at 69 percent, up 20 percent from the 2013 expectations. Then come the new customers and leads, at 63 percent and 58 percent, respectively. (Fourteen percent and 15 percent rises.)

To make the C-suite happy with marketing metrics, the ITSMA/VEM research suggests marketers:

  • Ask members of the C-suite what they would like marketers to measure;
  • Select the correct metrics;
  • Set quantifiable performance targets;
  • Create clear data chains. For example, send email invitations for an event; document which attendees at the event want to try out the products and services; among those who try out the products and services, catalog those who want sales quotes; and then track the revenue, sales and market share; and
  • Build actionable dashboards, which contain data proving to the C-suite that marketing is effective and needs a larger budget.

Is pressure mounting exponentially to improve marketing metrics? How?

Please respond in the comments section below.
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: