From the ITSMA/VEM/Forrester 2013 Marketing Performance Management Survey. Your metrics may be meaningful to you. But according to the 2013 Marketing Performance Management Survey by ITSMA, VisionEdge Marketing and Forrester, only the rare senior management team pays attention to the metrics that come out of the marketing function. Even worse, over half of the 424 marketers surveyed aren’t confident that they even know which metrics and outcomes the C-suite cares about. The problem is that marketers are reporting on marketing activity, not business outcomes; operational efficiency, not effectiveness; and past performance, not predictive insight. To capture the C-suite’s attention, marketers need to create a clear line of sight between marketing activities with business outcomes. The study, based on a survey completed in June 2013, details the ways in which the “A” marketers demonstrate to senior management precisely how and where marketing contributes to the business – using the language that the C-suite speaks.

1. How strongly do you agree or disagree with each of these statements?
Respondents Who Strongly Agree or Agree
“A’s” are improving operational effectiveness
and efficiency
From the ITSMA/VEM/Forrester
2013 Marketing Performance Management Survey
Only a handful of senior executives are relying
on marketing data to make decisions
Increasing Marketing’s
Relevance to the
Business
Sales
BU or Division Leaders
CEO
CFO/
Finance 6%
9%
13%
16%
And most marketers don’t know which metrics
and outcomes their key stakeholders care about
Marketing is effective at
improving business
performance measures
like the number of new
customers acquired,
improvement in
market share, etc.
“A’s” are measuring business outcomes
in addition to marketing activity metrics
82%
67%
32%
Laggards
Middle of
the PackThe “A’s”
Are data and
analytics
being used
as a predictive
tool or to
report past
performance?
“A’s” are using analytics to provide predictive
insight as well as report on past performance
Laggards
Middle of
the PackThe “A’s”
Report Past
Performance
As a
Predictive Tool
86% 76% 76%
40% 34% 19%
Marketing is good at improving
its operational efficiency
The “A’s”
Middle of
the Pack
Laggards
Marketing is effective at improving
business performancemeasures
82%
67%
32%
96%
79%
62%
Five Key Steps for Earning an “A” in
Marketing Performance Management
“A” marketers are leading the way.
They use outcome-based metrics
and analytics, and are focused on being
effective as well as efficient.
Focus on business outcomes
Track the metrics your stakeholders
care about most
Set quantifiable performance targets
Establish clear data chains between
marketing activities, marketing
objectives, and business outcomes
Use your data chains as the foundation
for your marketing dashboard
5
If you want to be an “A” marketer,
download a summary of the study on our websites.
2013 MPM Study conducted in partnership by:
©2013 ITSMA/VEM/Forrester Marketing Performance Management Survey. All rights reserved.
N=424 Marketers and Corporate Executives
#MPM2013
Respondents Who
Strongly Agree
45%
55%
Confident
Not Confident
Doing Things Right Doing the Right Things