Mais conteúdo relacionado Semelhante a Keeping Our Seat At The Table: A Marketing Report Card (20) Keeping Our Seat At The Table: A Marketing Report Card1. Keeping our seat at the Table:
A Marketing Report Card
Sponsored by:
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3. Today’s Agenda
ü Background
ü Findings
ü Conclusions
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ü Next Steps
ü Q & A
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4. And the winner is…
Carol O.
LeadMinders.com
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6. Alison Gooch
Sales Manager
Pardot, a salesforce.com company
Jerry Rackley
Chief Analyst
Demand Metric
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12. How do we keep our seat at the leadership table?
CEO
ing
rket
a
M
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13. Research Question:
“What is the status of marketing’s evolution from a lead generation service
bureau to a strategic, center of influence and revenue engine ?”
§
How is marketing perceived internally?
§
What level of influence does marketing have?
§
How is marketing connecting its efforts to revenue?
§
How hard is it for marketing to justify its budget?
§
How “state-of-the-art” are marketing’s skills?
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14. Survey Categorization Data
Role
Type
§ B2B:
§ B2C:
§ Both:
76%
14%
10%
§ President/CEO:
§ Marketing:
§ Sales:
§ Other:
Annual Sales
15%
69%
7%
9%
§ $10 million or less:
§ $11 to $25 million:
§ $26 to $100 million:
§ $101 to $500 million:
§ $501 to $1 billion:
§ Over $1 billion:
29%
16%
19%
15%
7%
14%
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16. Internal Perception of Marketing
Highly profitable revenue center!
12%!
21%!
Modestly profitable revenue center!
Breakeven center!
8%!
Necessary expense!
51%!
8%!
Unnecessary expense!
0%!
10%!
20%!
30%!
40%!
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50%!
60%!
17. Perceive Marketing as an Expense
70%!
60%!
50%!
40%!
30%!
57%!
44%!
Necessary!
Unnecessary!
20%!
10%!
0%!
6%!
8%!
Non-marketers!
Marketers!
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18. Expense Perception by Company Size
80%!
66%!
60%!
68%!
Medium!
Large!
52%!
40%!
20%!
0%!
Small!
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20. Contribution to Achieving Business Objectives
40%!
37%!
30%!
30%!
22%!
20%!
10%!
10%!
1%!
0%!
None!
Slight!
Modest!
Significant!
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Indispensible!
21. Characteristics of “Indispensable” Marketing Orgs
57%!
60%!
50%!
43%!
36%!
40%!
30%!
53%!
32%!
Everyone!
23%!
"Indispensable"!
20%!
10%!
0%!
Strategic orientation!
High/complete alignment!
Very/completely analytics
driven!
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22. Contribution by Company Size
80%!
74%!
66%!
60%!
53%!
40%!
20%!
0%!
Small!
Medium!
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Large!
24. Involvement in Company Leadership & Strategy
50%!
41%!
40%!
29%!
30%!
17%!
20%!
11%!
10%!
2%!
0%!
None!
Little!
Modest!
Significant!
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Leads entirely!
25. Leadership Perception by Company Size
70%!
61%!
60%!
47%!
50%!
40%!
40%!
30%!
20%!
10%!
0%!
Small!
Medium!
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Large!
26. Respect Accorded Marketing vs. Other Functions
60%!
52%!
52%!
50%!
40%!
40%!
30%!
29%!
Non-marketers!
Marketers!
19%!
20%!
8%!
10%!
0%!
Less!
Same!
More!
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28. Marketing’s Understanding of its Revenue Impact
50%!
45%!
45%!
41%!
39%!
40%!
38%!
34%!
33%!
35%!
30%!
Everyone!
25%!
17%! 16%!
20%!
Non-marketers!
19%!
Marketers!
15%!
10%!
6%! 6%! 6%!
5%!
0%!
None!
Vague!
Partial!
Complete!
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29. The Revenue Marketing Journey
ü Traditional
ü Lead Generating
ü Demand Generating
ü Revenue Generating
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30. The Revenue Marketing Journey
40%!
34%!
31%!
30%!
25%!
20%!
10%!
10%!
0%!
Traditional!
Lead Generating!
Demand Generating!
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Revenue Generating!
31. Difficulty Justifying the Marketing Budget
60%!
48%!
50%!
40%!
27%!
30%!
20%!
11%!
10%!
10%!
4%!
0%!
Very difficult!
Difficult!
Neither difficult nor
easy!
Easy!
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Very easy!
33. Marketing Skills
40%!
30%!
20%!
38%!
ü Average: 4.8
ü Average of “Complete
understanding of
revenue impact”: 5.3
22%!
19%!
10%!
10%!
7%!
1%!
3%!
0%!
Obsolete,
lagging!
2!
3!
4!
5!
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6!
State-of-the-art!
34. Analytics, Alignment & Orientation
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35. Extent Marketing Relies on Analytics?
40%!
32%!
29%!
30%!
28%!
20%!
10%!
7%!
4%!
0%!
None!
Slight!
Moderate !
Great!
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Total!
36. Sales & Marketing Alignment
50%!
39%!
40%!
28%!
30%!
20%!
20%!
9%!
10%!
4%!
0%!
None!
Slight!
Modest!
High!
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Complete!
37. Orientation of the Marketing Function
50%!
39%!
40%!
28%!
30%!
18%!
20%!
11%!
10%!
4%!
0%!
Very operational!
Operational!
Balanced!
Strategic!
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Very strategic!
39. Marketing Technology Landscape
Email marketing!
83%!
CRM!
63%!
Content management/marketing!
60%!
Marketing analytics!
55%!
Social media analytics!
53%!
Sales Enablement!
34%!
Marketing Automation!
34%!
Data cleaning/validation!
28%!
Marketing attribution!
18%!
Other!
1%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
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70%!
80%!
90%!
41. Changes to Boost Marketing’s Performance
48%!
48%!
48%!
45%!
42%!
39%!
Additional technology/systems!
Additional funding!
Add staff!
More marketing oriented company
Training!
Freedom to take creative risks!
Greater leadership role for
More empowerment!
More agile marketing team!
Improve marketing's reputation!
Stronger executive support!
Stronger marketing leadership!
More accountable marketing team!
Other!
34%!
33%!
32%!
31%!
29%!
24%!
19%!
4%!
0%!
10%!
20%!
30%!
40%!
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50%!
60%!
42. Marketing’s Revenue Growth Drivers
X Technology/Systems
+ Skills
X Funding
+ Analytics
X Staff
+ Alignment
+ Orientation
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44. Analyst Bottom Line
ü Analytics are key to transitioning from cost to revenue center
ü Build state-of-the-art skills
ü Achieve a high-degree of alignment
ü Keep the marketing team strategically oriented
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47. For more information, visit us at:
www.demandmetric.com
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