How Executives Rate their Marketing Teams
There is an excellent article in Marketing Profs by Ayaz Nanji on the results of a recent CMO Council survey about how executives rate their marketing teams. Here are a few takeaways:
Some 46% of senior executives rated the performance of their marketing team as very good or exceptional in 2020, and 45% rated it as moderate,
The solution to marketing deficiencies , according to these business leaders, may not be in-house. Respondents said that interim or fractional marketing leaders can add value, primarily by introducing new ideas and ways of thinking into the marketing department. Other key takeaways:
Revenue and sales growth is the top deliverable for Marketing, report 80% of survey respondents, with customer acquisition and profitability a close second (71%).
69% of business executives say they are extremely or moderately confident in Marketing's ability to lead growth recovery in 2021.
84% say they are closely, regularly, or increasingly interacting with their marketing team.
Collaboration and alignment between lines of business, functional areas, and Marketing is viewed as close, balanced, effective, and well-integrated by 37% of respondents; the same percentage say it is getting better all the time.
About the research: The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors.
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The full Marketing Profs article with a lot of specifics and infographics is available at: https://www.marketingprofs.com/charts/2021/45301/c-suite-survey-the-top-5-marketing-org-deficiencies
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