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

Three killer strategies for data-driven audience targeting

Audience targeting is becoming an increasingly sophisticated art through data. Here, we look at three ways you can drive better engagement through different types of data assets and sources.

Michael Bird

CEO, Social Garden

Artificial intelligence, machine learning and the science of customer engagement

There is no let up for today’s CMO who needs to be the master of an ever-increasing variety of trades. Digital changed the game years ago, and now the CMO must be a skilled publisher, technologist and data analyst.

Growing skills shortage could hold our industry back

Every few weeks, I see an article about the gaps and talent shortages across our industry, particularly in digital strategy and analytics skills.

Social media has become common ground where brands and customers meet and greet and due to its increasing popularity users becomes demand...

Alex Martin

Marketers struggle to provide an enriching and engaging experience

Read more

is this a joke?

andre veerhuis

Ticketek: Modern marketing strategy is about treating people as people

Read more

can you provide Top 10 public relations agencies in Australia

Ethan437

6 ways marketers are using technology in content marketing

Read more

Very true about start-ups changing the mentality of marketing. Ultimately, being quick, and adaptive is a great way to get ahead.

Estia

Are startups disrupting the traditional business model?

Read more

Nice work James!

Marc Peston

Artificial intelligence, machine learning and the science of customer engagment

Read more

Latest Podcast

More podcasts

Sign in