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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in