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

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Customer Identity Management is becoming critical for enterprise companies looking to create meaningful interactions with their customers...

Michael Mitrakos

Customer identity management as a revenue driver for CMOs

Read more

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Latest Podcast

More podcasts

Sign in