Coming Soon: The 2019 ANNUITAS Demand Generation Performance Study

Revamping our Demand Generation Survey to Gauge How Effectively Marketing Helps to Grow the Business

The survey is now closed. Request a copy of the results when it is completed by clicking here.

Back in 2012, the Fournaise Marketing Group published results from a study that showed that 80% of CEOs do not trust marketers, compared to a 90% approval rating on trusting the CFO or CIO. We find this to be fascinating, as more and more of the work we do at ANNUITAS is due to C-level and sales leader frustration with marketing performance in and around Demand Generation.

We touched on the topic here on the blog recently, when we asked What Type of CMO Do You Have? and discussed how it is not uncommon for marketing to hit their targets while revenue is not growing as expected.

...more and more of the work we do at ANNUITAS is due to C-level and sales leader frustration with marketing performance in and around Demand Generation

These older studies and recent experience point to the probability of a widespread distrust in marketing performance and the metrics that marketers use to measure success. And more importantly, a disconnect between marketing “success” and business growth. So, we decided to explore perceptions of marketing performance across the enterprise, and not only from a marketer’s perspective.

ANNUITAS is conducting a survey focused on understanding corporate perceptions of marketing performance and analyzing the correlation between Sales and Marketing alignment with sales and revenue growth.

This survey is now closed. We surveyed marketing, sales or business leader with a stake in evaluating marketing performance. We plan on releasing the study in December 2018 or January 2019. You can request access here. Stay tuned!

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