Marketers not providing info c-level execs need for strategic thinking

New survey from ITSMA, Forrester Research and VisionEdge Marketing finds just 9 per cent of CEOs are leveraging marketing data for strategic planning

A new survey claims few c-level executives are basing strategic decisions on marketing data because they fail to demonstrate effectiveness.

According to the joint VisionEdge Marketing, ITSMA and Forrester Research 2013 Marketing Performance Management (MPM) Survey, just nine per cent of CEOs and six per cent of CFOs leverage marketing data for strategic planning. The report claims the reason is because marketing dashboards focus on marketing activity instead of business outcomes and don’t illustrate how marketing fosters topline growth or profitability.

Most marketing dashboards usually focus on operational efficiencies such as on-time delivery, budget, productivity, campaign performance and lead data. In contrast, c-level executives are looking for results that highlight the effectiveness of activity and programs as well as metrics helping them make strategic recommendations.

The new report also found 54 per cent of marketers use data analytics to fine-tune the marketing mix but that just 35 per cent on average using data analytics to predict customer behaviour, make strategic recommendations, drive innovation or impact customer acquisitions, retention or growth. These are the types of measures however, business executives want to see.

The survey took into account responses from more than 400 respondents and is in its 12th year.

“The data demonstrates how marketers rely too much on their CRM and marketing automation systems to produce dashboards or report on marketing results,” Forrester vice-president and principal analyst serving CMOs, Laura Ramos, said. “These systems are fine for providing a view into marketing program activity and pipeline, but the research shows most fail to produce the level of information and metrics that business executives want to see.”

Overall, 27 per cent of c-level executives surveyed gave their marketers an ‘A’ grade, on par with last year’s report findings, while 38 per cent received a ‘B’ and 29 per cent a ‘C’. According to the report, those marketers with the highest grade are better at using data and analytics in general, but all groups primarily use data and analytics to report on past performance rather than information that supports future decisions.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Comments

Comments are now closed.

Supporting Association

Is Boppl + Apple Pay an issue?

Kyle Richards

Former ninemsn exec appointed CEO at bar tab app startup, Clipp

Read more

Find us here Derek: www.ellipsisandco.com

david.parsons

Aussie consulting group plans to help brands solve customer experience woes

Read more

I've googled and I can't find these guys. Do they have a website? Odd question I know, but I can't find them.

Derek Bell

Aussie consulting group plans to help brands solve customer experience woes

Read more

I introduced David this morning at the Currency House Creativity and Business breakfast on behalf of our board. Currency House is an advo...

Martin Portus

Deloitte CMO: The differentiation point for businesses is creativity

Read more

There could be some benefit of this functionality for the end users as well. For instance, it is quite disturbing to me to see promotions...

elina

Permission-based programmatic advertising taps into customer data disclosure trend

Read more

Sign in