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Marketing Performance Management Benchmark Report

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Introduction

The “secrets” to a quality life aren’t really secret: eat well, stay active, don’t smoke (or quit if you already do) and sustain a healthy lifestyle. Many people long for a “miracle” pill that is a shortcut on the journey to fitness and health. But no such pill exists. Maintaining a healthy lifestyle takes long-term discipline and effort, so many aspire to it, but few attain it. The reward for those that persevere is great.

This fitness and health metaphor applies to marketing. Every marketer wants to get great results that measurably impact the bottom line, but many don’t like the prescription: use alignment, accountability, and analytics to measure and manage performance.

Marketing Performance Management is the best and correct response to the pressure marketers feel each time the C-suite asks: “what have you done for us lately?”

Marketing faces constant scrutiny regarding its contribution, and this pressure does more than persist: 83% of participants in the 2015 MPM benchmark study report that it is increasing, virtually unchanged from the 2014 MPM study*. This persistent pressure is an all too familiar force at work on the marketing team. Yet, the way marketing organizations respond to it differs significantly, and those differences are defining.

Understanding those differences provides insight into how marketing organizations can do more than just keep their seat at the corporate leadership table, but also earn greater credibility and influence.

This joint study conducted by VisionEdge Marketing and Demand Metric, compares and contrasts best-in-class marketing organizations with those in the middle of the pack and the laggards. The goal of this study is reveal how marketing organizations can achieve best-in-class performance measurement and management, become recognized as a Center of Excellence and experience the benefits that come with that.

This report details the results and insights from the analysis of the 2015 MPM survey data.

Only statistically valid data and relationships between study variables were included in this report. For more detail about the survey and its participants, please refer to the Appendix.

Table of Contents

- Introduction
- Marketing's Symptoms
- Marketing's Vital Signs
- Marketing's Diagnosis
- Marketing's Prognosis
- Prescription for Action
- Appendix A: Methodology
- Appendix B: Data Summary
- About VisionEdge Marketing
- About Demand Metric

Published in: Marketing
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Marketing Performance Management Benchmark Report

  1. 1. Comprehensive Report | May 2015 Laura Patterson | President | VisionEdge Marketing Jerry Rackley | Chief Research Analyst | Demand Metric w w . d a i n . c o m Marketing Performance Management Study 2015 & A Diagnosis & Prescription for MARKETING PERFORMANCE MANAGEMENT
  2. 2. Table of Contents 3 Introduction 6 Marketing’s Symptoms 24 Marketing’s Vital Signs 39 Marketing’s Diagnosis 49 Marketing’s Prognosis 60 Prescription for Action 67 Appendix A: Methodology 73 Appendix B: Data Summary 100 About VisionEdge Marketing 101 About Demand Metric 2MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.
  3. 3. Introduction The “secrets” to a quality life aren’t really secret: eat well, stay active, don’t smoke (or quit if you already do) and sustain a healthy lifestyle. Many people long for a “miracle” pill that is a shortcut on the journey to fitness and health. But no such pill exists. Maintaining a healthy lifestyle takes long-term discipline and effort, so many aspire to it, but few attain it. The reward for those that persevere is great. This fitness and health metaphor applies to marketing. Every marketer wants to get great results that measurably impact the bottom line, but many don’t like the prescription: use alignment, accountability, and analytics to measure and manage performance. 3MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved. Marketing Performance Management (MPM) is the diet and exercise of the marketing profession, and it leads to a higher quality of marketing life.
  4. 4. Introduction Marketing Performance Management is the best and correct response to the pressure marketers feel each time the C-suite asks: “what have you done for us lately?” Marketing faces constant scrutiny regarding its contribution, and this pressure does more than persist: 83% of participants in the 2015 MPM benchmark study report that it is increasing, virtually unchanged from the 2014 MPM study*. This persistent pressure is an all too familiar force at work on the marketing team. Yet, the way marketing organizations respond to it differs significantly, and those differences are defining. Understanding those differences provides insight into how marketing organizations can do more than just keep their seat at the corporate leadership table, but also earn greater credibility and influence. 4MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved. * The 2013 and 2014 MPM studies were conducted by VisionEdge Marketing in association with ITSMA.
  5. 5. Introduction 5MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved. This joint study conducted by VisionEdge Marketing and Demand Metric, compares and contrasts best-in-class marketing organizations with those in the middle of the pack and the laggards. The goal of this study is reveal how marketing organizations can achieve best-in-class performance measurement and management, become recognized as a Center of Excellence and experience the benefits that come with that. This report details the results and insights from the analysis of the 2015 MPM survey data. Only statistically valid data and relationships between study variables were included in this report. For more detail about the survey and its participants, please refer to the Appendix. ?
  6. 6. About VisionEdge Marketing 100MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved. Since our inception in 1999, our passion and purpose at VisionEdge Marketing has been to bring science to the discipline of marketing and help our customers use data, analytics, metrics, and processes to prove and improve the value of their marketing. Our customers use our consulting services in the areas of marketing accountability, measurement and analytics; outcome-based marketing metrics; actionable dashboards; and processes, data, and systems to make strategic market, customer and product decisions. To learn more about our services, capabilities and customers, please visit www.visionedgemarketing.com.
  7. 7. About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 60,000 senior marketers with primary research & benchmark reports, technology research & advice, consulting services, training, virtual summits, CMO forums, and a library of 500+ practical tools and templates. Offering consulting methodologies, advisory services, and premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com 101MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.

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