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
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in