So what metrics are these business leaders most concerned about and how can marketers address this?
ANNUITAS conducted a survey of more than 200 business leaders including CEOs, CROs and CFOs across several different industries.
Our research uncovered that there’s disconnect between the expectations of marketing and business leadership when it comes to performance.
It was revealed that 80-95% of leaders with a brand-focused CMO think that marketing is focused on the wrong metrics, confirming the disconnect between groups. But we also found the demand-focused marketers are not meeting expectations.
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 marketing KPIs are not representative of the revenue impact of demand marketing
