©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The world’s financial troubles have put marketing departments under greater pressure to prove their worth. But are they rising to the challenge?
Though research shows that 80 percent of CEOs now distrust the value of marketing work, a recent survey also found that less than one-third of B2B companies properly measure ROI for marketing activity.
A significant body of research, collated in an infographic by marketing automation company Eloqua, indicates that there is a gap between the expectations of corporate management and the practices of marketing departments.
CEOs expect measurable marketing results
There is a significant level of concern at board level that marketing needs to be more accountable, as this Fournaise Group study of CEOs found: