Is Marketing Measuring Up?
We Uncovered the Impact a CMO Can Have on Revenue Growth
Many organizations are struggling to make demand marketing a business growth driver. Some marketing leaders align their goals to the growth metrics of CEO, CFO and CRO peers, but others do not.
ANNUITAS wanted to understand how these groups could have such different goals, so we conducted a survey of more than 200 business leaders including CEOs, CROs and CFOs across several different industries. Our results uncovered that there’s a big disconnect between the expectations of marketing and business leadership when it comes to performance.
Key takeaways from the report include:
- 95% of sales leaders with a brand-focused CMO think that marketing is focused on the wrong success metrics.
- Most B2B CMOs are focused on brand, PR and product marketing – but demand, sales and revenue-focused CMOs have greater credibility across the enterprise.
- Activity-based KPIs are not representative of the revenue impact of demand marketing.
Read the Digital Demand Marketing Performance Benchmark Study to learn what else we discovered. At the end, you’ll learn how to fix the problem and improve outcomes by 4-10X industry averages.
