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How Do Marketing Professionals Rate Their Own Performance?
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations, using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
The report is intended to provoke the following questions in your own assessment:
- Does your organization have the right marketing talent, technology, and strategy to achieve its performance goals?
- Are your expectations for growth aligned with your potential?
- Are there weaknesses in your business and marketing cores?
- Are you maximizing the return on your marketing investments?
- Do you have the right agency partners that fill internal marketing team gaps, and add expertise and skills in critical growth areas?
- Are your resources aligned with priority marketing goals? For example, if “generate leads” is a high-priority goal, do you have the right talent, technology, and strategy to achieve it?
- What are the opportunities for underdogs and innovators that don’t have the resources of their larger competitors?
- What can large enterprises do to stay on top, when nimble organizations develop more modern marketing teams, more quickly adapt to marketing technology advancements, and build more intelligent and efficientmarketing strategies?
Here are 10 key findings:
- Business Cores (63%) and Marketing Cores (56%) are the highest rated sections. Lead Sources (32%), Public Relations (29%), and Content Marketing (25%) are the lowest.
- Generate leads (86%) is the highest priority marketing goal, followed closely by convert leads into sales (85%).
- 64% of organizations have aggressive (>20%) or moderately aggressive (15-20%) growth goals. 56% of organizations have conservative (<5% of revenue) or moderately conservative (5-10% of revenue) marketing budgets.
- Organizations founded post-1990 are more social media savvy, have higher marketing technology utilization scores, and are better at creating and distributing content.
- 57% of organizations plan to launch new products, and 51% plan to target new vertical markets, in the next 12 months.
- Key performance indicator (KPI) weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals.
- Marketing automation high performers (8-10) have an average lead-to-sale conversion rating of 6.1, 1.6x the average rate of all others (rated 0-7). These high performers rate cost of customer acquisition (COCA) 1.4x stronger, and have an average overall Marketing Score of 61%, 1.5x all others.
- Internal social network high performers (8-10) have an average internal communications strength rating of 8.2, 1.3x the average rate of all others (rated 0-7). These high performers have stronger corporate cultures (1.2x), employee relationships (1.2x), and employee retention rates (1.2x).
- 21% of organizations are not blogging. Another 36% rated their blogging 1-5. Only 23% are high performers, rating blogging as an asset (8-10).
- Blogging high performers (8-10) dominate all others in a number of critical marketing performance metrics, as well as overall Marketing Score.
Download the Marketing Score Report or view the Slideshare presentation below for a summary of its findings.