Report: CMOs view marketing plans through rose-tinted glasses

New report from HubSpot finds marketing leaders and employees don’t see eye-to-eye on sales and marketing priorities

Senior marketing leaders are viewing their marketing plans through rose-coloured glasses and are more likely to rate their strategies a success than their employees, a new study from HubSpot has found.

The State of Inbound 2017, aevealed a division between executives and lower-level employees within marketing and sales teams on priorities moving forward and past achievements.

The global report, which covers more than 6000 respondents from 141 countries including A/NZ, found 77 per cent of c-level marketing and sales respondents said that their business’ marketing strategy was effective – compared to just 51 per cent of their employees.

These senior leaders were also more likely to characterise their company’s sales and marketing relationship as “tightly aligned” (31 per cent) compared to individual contributors (17 per cent).

According to the report, this suggests these teams are less integrated than they seem, despite research that aligning sales and marketing – known as ‘smarketing’ – is critical in boosting organisational outcomes.

But the divide between marketing and sales isn't the only disconnect in organisations that the report found. It revealed executives who set the vision for their company are on a different page than those individual contributors tasked with executing on that vision. If a business wants to grow, it suggested executives must prioritise communication and transparency in both directions.

“The key finding in this year’s State of Inbound report is the level of disconnect between those leaders who set the vision for their businesses compared to those in sales and marketing departments who execute on this ambition,” HubSpot APAC head of marketing, James Gilbert, said.

The study also revealed marketing departments are becoming more data-driven, investing in closed loop reporting and measuring success against higher level business metrics.

This year's marketing report found generating traffic and leads to be the biggest marketing challenge (61 per cent), followed by proving ROI (40 per cent) and securing enough budget (25 per cent).

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in