Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, financial services and professional services organizations.Read All Predictions>
Marketing Performance Management will continue to grow in importance.
A group called ITSMA recently released some research of almost 400 marketers just like us and some of the results were kind of shocking.
The first was around how much pressure are organizations are putting on marketers to create business value – and an overwhelming 85% of marketers agree that there is an increase in pressure to show business value.
When they asked them what their client would say (what their internal client would say) about their marketing performance and to rate that on a scale of 1 to 100 giving them a grade – only a quarter would give themselves an “A” grade.
Meaning, there’s still a lot more to go as far as marketing performance management. And when I say that (and I’m using their term for it), it’s really about implementing processes to collect and analyze data; and have accurate and reliable data; and to have the linkage with that data to business outcomes; and are they even measuring the right things? These are things that people are thinking about.
So, my position is we’ll continue to see a greater importance as even new channels like apps continue to shake our world from a taste perspective.