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From the ITSMA/VEM/Forrester 2013 Marketing Performance Management Survey. Your metrics may be meaningful to you. But according to the 2013 Marketing Performance Management Survey by ITSMA, VisionEdge Marketing and Forrester, only the rare senior management team pays attention to the metrics that come out of the marketing function. Even worse, over half of the 424 marketers surveyed aren’t confident that they even know which metrics and outcomes the C-suite cares about.
The problem is that marketers are reporting on marketing activity, not business outcomes; operational efficiency, not effectiveness; and past performance, not predictive insight. To capture the C-suite’s attention, marketers need to create a clear line of sight between marketing activities with business outcomes.
The study, based on a survey completed in June 2013, details the ways in which the “A” marketers demonstrate to senior management precisely how and where marketing contributes to the business – using the language that the C-suite speaks.