Keeping our seat at the Table:
A Marketing Report Card
Sponsored by:

!
Demand Metric Research Corporation Copyright © 201...
Safe Harbor
!

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Today’s Agenda
ü  Background
ü  Findings
ü  Conclusions

#PardotWebinar

ü  Next Steps
ü  Q & A

Demand Metric Resear...
And the winner is…

Carol O.
LeadMinders.com
#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Right...
Today’s Presenters:

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Alison Gooch

Sales Manager
Pardot, a salesforce.com company

Jerry Rackley

Chief Analyst
Demand Metric

Demand Metric Re...
Study Sponsor

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Pardot, a salesforce.com company

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Poll Question

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Study Background

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
How do we keep our seat at the leadership table?
CEO



ing
rket
a

M

#PardotWebinar
Demand Metric Research Corporation C...
Research Question:
“What is the status of marketing’s evolution from a lead generation service
bureau to a strategic, cent...
Survey Categorization Data
Role

Type
§  B2B:
§  B2C:
§  Both:

76%
14%
10%

§  President/CEO:
§  Marketing:
§  Sale...
Study Findings

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Internal Perception of Marketing
Highly profitable revenue center!

12%!
21%!

Modestly profitable revenue center!
Breakeven...
Perceive Marketing as an Expense
70%!
60%!
50%!
40%!
30%!

57%!
44%!

Necessary!
Unnecessary!

20%!
10%!
0%!

6%!

8%!

No...
Expense Perception by Company Size
80%!

66%!
60%!

68%!

Medium!

Large!

52%!

40%!

20%!

0%!

Small!

Demand Metric Re...
Marketing’s Contribution

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Contribution to Achieving Business Objectives
40%!

37%!
30%!

30%!

22%!
20%!

10%!
10%!

1%!
0%!

None!

Slight!

Modest...
Characteristics of “Indispensable” Marketing Orgs
57%!

60%!
50%!

43%!
36%!

40%!
30%!

53%!

32%!
Everyone!

23%!

"Indi...
Contribution by Company Size
80%!

74%!
66%!

60%!

53%!

40%!

20%!

0%!

Small!

Medium!
Demand Metric Research Corporat...
Leadership & Respect

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Involvement in Company Leadership & Strategy
50%!

41%!
40%!

29%!

30%!

17%!

20%!

11%!
10%!

2%!
0%!

None!

Little!

...
Leadership Perception by Company Size
70%!

61%!
60%!

47%!

50%!

40%!
40%!
30%!
20%!
10%!
0%!

Small!

Medium!
Demand Me...
Respect Accorded Marketing vs. Other Functions
60%!

52%!

52%!

50%!

40%!
40%!
30%!

29%!

Non-marketers!
Marketers!

19...
Marketing’s Revenue Impact

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Marketing’s Understanding of its Revenue Impact
50%!

45%!

45%!

41%!

39%!

40%!

38%!
34%!

33%!

35%!
30%!

Everyone!
...
The Revenue Marketing Journey
ü  Traditional
ü  Lead Generating
ü  Demand Generating
ü  Revenue Generating

#PardotWeb...
The Revenue Marketing Journey
40%!
34%!
31%!
30%!
25%!
20%!

10%!
10%!

0%!
Traditional!

Lead Generating!

Demand Generat...
Difficulty Justifying the Marketing Budget
60%!

48%!

50%!
40%!

27%!

30%!
20%!

11%!

10%!
10%!

4%!

0%!

Very difficult!...
Marketing Skills

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Marketing Skills
40%!

30%!

20%!

38%!

ü  Average: 4.8
ü  Average of “Complete
understanding of
revenue impact”: 5.3

...
Analytics, Alignment & Orientation

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserve...
Extent Marketing Relies on Analytics?
40%!

32%!
29%!

30%!

28%!

20%!

10%!

7%!
4%!

0%!

None!

Slight!

Moderate !

G...
Sales & Marketing Alignment
50%!

39%!

40%!

28%!

30%!

20%!
20%!

9%!

10%!

4%!
0%!

None!

Slight!

Modest!

High!

D...
Orientation of the Marketing Function
50%!

39%!

40%!

28%!

30%!

18%!

20%!

11%!
10%!

4%!
0%!

Very operational!

Ope...
Marketing Infrastructure

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Marketing Technology Landscape
Email marketing!

83%!

CRM!

63%!

Content management/marketing!

60%!

Marketing analytic...
Looking Ahead

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Changes to Boost Marketing’s Performance
48%!
48%!
48%!
45%!
42%!
39%!

Additional technology/systems!
Additional funding!...
Marketing’s Revenue Growth Drivers
X  Technology/Systems

+  Skills

X  Funding

+  Analytics

X  Staff

+  Alignment
+  Or...
Conclusions

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Analyst Bottom Line
ü  Analytics are key to transitioning from cost to revenue center
ü  Build state-of-the-art skills
ü...
Dialogue welcome:
ü  agooch@salesforce.com

msweezey@salesforce.com

@aliglassgooch
ü  www.salesforce.com
ü  @salesforc...
Q&A

#PardotWebinar
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation

#300 - 1275 West 6th Avenue, V...
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
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Keeping Our Seat At The Table: A Marketing Report Card

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The modern marketing organization aspires to drive revenue, function as a strategic center of influence and provide leadership to the entire organization. How is it doing? In a benchmarking study sponsored by Pardot, a salesforce.com company, and Demand Metric seeks to find out.

Join Jerry Rackley and Alison Gooch as they present and discuss the results of this study. The data provides a perspective - sometimes encouraging and other times sobering - that every modern marketer needs to understand.

Published in: Marketing
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Keeping Our Seat At The Table: A Marketing Report Card

  1. 1. Keeping our seat at the Table: A Marketing Report Card Sponsored by: ! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  2. 2. Safe Harbor ! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  3. 3. Today’s Agenda ü  Background ü  Findings ü  Conclusions #PardotWebinar ü  Next Steps ü  Q & A Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  4. 4. And the winner is… Carol O. LeadMinders.com #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  5. 5. Today’s Presenters: #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  6. 6. Alison Gooch Sales Manager Pardot, a salesforce.com company Jerry Rackley Chief Analyst Demand Metric Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  7. 7. Study Sponsor #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  8. 8. Pardot, a salesforce.com company Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  9. 9. #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  10. 10. Poll Question #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  11. 11. Study Background #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  12. 12. How do we keep our seat at the leadership table? CEO ing rket a M #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  13. 13. Research Question: “What is the status of marketing’s evolution from a lead generation service bureau to a strategic, center of influence and revenue engine ?” §  How is marketing perceived internally? §  What level of influence does marketing have? §  How is marketing connecting its efforts to revenue? §  How hard is it for marketing to justify its budget? §  How “state-of-the-art” are marketing’s skills? Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. #PardotWebinar
  14. 14. Survey Categorization Data Role Type §  B2B: §  B2C: §  Both: 76% 14% 10% §  President/CEO: §  Marketing: §  Sales: §  Other: Annual Sales 15% 69% 7% 9% §  $10 million or less: §  $11 to $25 million: §  $26 to $100 million: §  $101 to $500 million: §  $501 to $1 billion: §  Over $1 billion: 29% 16% 19% 15% 7% 14% #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  15. 15. Study Findings #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  16. 16. Internal Perception of Marketing Highly profitable revenue center! 12%! 21%! Modestly profitable revenue center! Breakeven center! 8%! Necessary expense! 51%! 8%! Unnecessary expense! 0%! 10%! 20%! 30%! 40%! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. 50%! 60%!
  17. 17. Perceive Marketing as an Expense 70%! 60%! 50%! 40%! 30%! 57%! 44%! Necessary! Unnecessary! 20%! 10%! 0%! 6%! 8%! Non-marketers! Marketers! #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  18. 18. Expense Perception by Company Size 80%! 66%! 60%! 68%! Medium! Large! 52%! 40%! 20%! 0%! Small! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  19. 19. Marketing’s Contribution #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  20. 20. Contribution to Achieving Business Objectives 40%! 37%! 30%! 30%! 22%! 20%! 10%! 10%! 1%! 0%! None! Slight! Modest! Significant! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Indispensible!
  21. 21. Characteristics of “Indispensable” Marketing Orgs 57%! 60%! 50%! 43%! 36%! 40%! 30%! 53%! 32%! Everyone! 23%! "Indispensable"! 20%! 10%! 0%! Strategic orientation! High/complete alignment! Very/completely analytics driven! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. #PardotWebinar
  22. 22. Contribution by Company Size 80%! 74%! 66%! 60%! 53%! 40%! 20%! 0%! Small! Medium! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Large!
  23. 23. Leadership & Respect #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  24. 24. Involvement in Company Leadership & Strategy 50%! 41%! 40%! 29%! 30%! 17%! 20%! 11%! 10%! 2%! 0%! None! Little! Modest! Significant! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Leads entirely!
  25. 25. Leadership Perception by Company Size 70%! 61%! 60%! 47%! 50%! 40%! 40%! 30%! 20%! 10%! 0%! Small! Medium! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Large!
  26. 26. Respect Accorded Marketing vs. Other Functions 60%! 52%! 52%! 50%! 40%! 40%! 30%! 29%! Non-marketers! Marketers! 19%! 20%! 8%! 10%! 0%! Less! Same! More! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. #PardotWebinar
  27. 27. Marketing’s Revenue Impact #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  28. 28. Marketing’s Understanding of its Revenue Impact 50%! 45%! 45%! 41%! 39%! 40%! 38%! 34%! 33%! 35%! 30%! Everyone! 25%! 17%! 16%! 20%! Non-marketers! 19%! Marketers! 15%! 10%! 6%! 6%! 6%! 5%! 0%! None! Vague! Partial! Complete! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  29. 29. The Revenue Marketing Journey ü  Traditional ü  Lead Generating ü  Demand Generating ü  Revenue Generating #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  30. 30. The Revenue Marketing Journey 40%! 34%! 31%! 30%! 25%! 20%! 10%! 10%! 0%! Traditional! Lead Generating! Demand Generating! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Revenue Generating!
  31. 31. Difficulty Justifying the Marketing Budget 60%! 48%! 50%! 40%! 27%! 30%! 20%! 11%! 10%! 10%! 4%! 0%! Very difficult! Difficult! Neither difficult nor easy! Easy! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Very easy!
  32. 32. Marketing Skills #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  33. 33. Marketing Skills 40%! 30%! 20%! 38%! ü  Average: 4.8 ü  Average of “Complete understanding of revenue impact”: 5.3 22%! 19%! 10%! 10%! 7%! 1%! 3%! 0%! Obsolete, lagging! 2! 3! 4! 5! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. 6! State-of-the-art!
  34. 34. Analytics, Alignment & Orientation #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  35. 35. Extent Marketing Relies on Analytics? 40%! 32%! 29%! 30%! 28%! 20%! 10%! 7%! 4%! 0%! None! Slight! Moderate ! Great! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Total!
  36. 36. Sales & Marketing Alignment 50%! 39%! 40%! 28%! 30%! 20%! 20%! 9%! 10%! 4%! 0%! None! Slight! Modest! High! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Complete!
  37. 37. Orientation of the Marketing Function 50%! 39%! 40%! 28%! 30%! 18%! 20%! 11%! 10%! 4%! 0%! Very operational! Operational! Balanced! Strategic! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. Very strategic!
  38. 38. Marketing Infrastructure #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  39. 39. Marketing Technology Landscape Email marketing! 83%! CRM! 63%! Content management/marketing! 60%! Marketing analytics! 55%! Social media analytics! 53%! Sales Enablement! 34%! Marketing Automation! 34%! Data cleaning/validation! 28%! Marketing attribution! 18%! Other! 1%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. 70%! 80%! 90%!
  40. 40. Looking Ahead #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  41. 41. Changes to Boost Marketing’s Performance 48%! 48%! 48%! 45%! 42%! 39%! Additional technology/systems! Additional funding! Add staff! More marketing oriented company Training! Freedom to take creative risks! Greater leadership role for More empowerment! More agile marketing team! Improve marketing's reputation! Stronger executive support! Stronger marketing leadership! More accountable marketing team! Other! 34%! 33%! 32%! 31%! 29%! 24%! 19%! 4%! 0%! 10%! 20%! 30%! 40%! Demand Metric Research Corporation Copyright © 2014. All Rights Reserved. 50%! 60%!
  42. 42. Marketing’s Revenue Growth Drivers X  Technology/Systems +  Skills X  Funding +  Analytics X  Staff +  Alignment +  Orientation #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  43. 43. Conclusions #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  44. 44. Analyst Bottom Line ü  Analytics are key to transitioning from cost to revenue center ü  Build state-of-the-art skills ü  Achieve a high-degree of alignment ü  Keep the marketing team strategically oriented #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  45. 45. Dialogue welcome: ü  agooch@salesforce.com msweezey@salesforce.com @aliglassgooch ü  www.salesforce.com ü  @salesforce #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  46. 46. Q&A #PardotWebinar Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  47. 47. For more information, visit us at: www.demandmetric.com Demand Metric Research Corporation #300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6 Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
  48. 48. Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
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