A benchmarking study exploring leading practices in marketing accountability
This in-depth report details the key findings of a benchmarking study conducted in association with Deloitte, involving a quantitative benchmarking survey of over 200 senior marketers from a wide range of organisations and industry sectors.
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Only 51%
of companies believe that excutives drive change as a result of marketing or customer performance measures
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Only 10%
of businesses have core strategic metrics that remain consistent to enable longer-term reporting
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Only 7%
of organisations always set clear accountabilities for objectives
This 30pp report is designed for immediate discussion in your own organisation, with each of our key findings structured around evidence (what the benchmark told us); implications (what this means in practice) and recommendations (how practitioners can tackle these challenges). The report explores the following key themes from our research:
- Strategic alignment: what’s the point?
- Is measurement meaningless – who’s really accountable?
- Companies measure what’s easy, not what counts
- Measurement isn’t deliver a return
