The Solution to Marketing Deficiencies: Consultants Survey Says

There is an excellent article in Marketing Profs by Ayaz Nanji  on the results of a CMO Council survey about how executives rate their marketing teams. Some 46% of senior executives rated the performance of their marketing team as very good or exceptional and 45% rated it as moderate. So definitely room for improvement.

            The solution to marketing deficiencies, according to these surveyed executives, may not be in-house. Respondents said that specialist marketing consultants can add value, primarily by filling in skills gaps, and introducing new ideas and ways of thinking into the marketing department.

Here are other key takeaways from the survey:

• 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 year-over-year.

• 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.

The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors.

          For a no cost discussion of your situation and how we can leverage metrics-based marketing to grow your business call 630-363-8081 or email jeanna@smartprcommunications.com.