Marketing departments were often among the first to feel the strain last year as the global recession took hold. Redundancies, reduced budgets and extra pressure to demonstrate ROI were commonplace. But, while marketers were trying to show how their roles made a difference to their company’s bottom line, it would seem that the figures are now speaking for themselves.
According to a new study by VisionEdge and Marketo, Measuring Marketing Performance, marketing is doing a better job of contributing to an organisation’s bottom line. 39% of respondents in the online survey of 423 business executives and marketing professionals this spring, agreed that marketing is doing a good job contributing to the financial condition of the business. This figure is up from only 19% last year. As in last year’s study, 47% of respondents feel the link between marketing activities and business goals is clear.
However, only 27% of respondents said marketing is effective at forecasting its ability to impact business goals. 41% agreed that marketing is good at improving its efficiency.