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05.18.17 ‐ Washington, D.C. ‐ Newseum

Featured Article

What Marketing Leaders Think About Strategy, Technology, and Data-Driven Change


As a marketing leader, data-driven management is essential to mobilize and motivate your team. Equip yourself with actionable strategies, technology recommendations, and budgeting trends in TrackMaven’s 2017 Marketing Leadership Survey.

This latest research report surfaces insights from over 200 marketing leaders in 19 different industries on everything from the challenges they face when proving marketing ROI to how they compensate their staff.

The information in this report will help you benchmark your strategy against professionals like you who are tackling the toughest marketing challenges. The report also provides recommendations for how you can address these issues in your own organization.

3 ways misalignment is crippling today’s marketing leaders

While the survey report addresses a variety of important marketing topics, a few unsettling trends emerged around one common theme: misalignment.

Studies show that when marketing is aligned with other functional units, businesses see faster revenue growth and higher profitability. With all of this discussion and evidence, surely marketing leaders are aware of the importance of alignment as a business driver?

Our research says otherwise. In fact, there are three major ways that misalignment undercuts the efficacy of today’s marketing leaders.

1. Marketing leaders are not aligning incentives with goals around driving sales.

Not surprisingly, marketers say their top objective is to increase sales; however, when it comes to compensating their marketing teams, only about 23 percent of marketing leaders compensate based on revenue or closed business.
How Marketers Are Compensated_Marketing Leaders Survey TrackMaven

2. Marketing leaders are not aligning metrics with sales goals.

We discovered even further misalignment when we dug into marketers’ views and practices around metrics and sales goals. While 61 percent of marketers say their focus is on increasing sales, many fall back on easy-to-measure vanity metrics, such as consumption, instead of more relevant leads and sales metrics.
KPIs Used by Marketers to Evaluate Impact TrackMaven

3. Marketing leaders don’t have the right analytics in place to prove marketing performance.

While 66 percent of marketers view analytics as strategically important and believe that it’s easier to prove marketing impact today than in the past, only about 28 percent are satisfied with their ability to measure performance.

Most, as you can see in the chart below, say they’re only somewhat effective at demonstrating value.
Ability to Demonstrate Marketing Value Internally_Graph_TrackMaven Survey
Put differently, marketers say that analytics are strategically important, and are optimistic about the ability to prove ROI — but in reality, few marketers are happy with their ability to measure performance.

This finding points to a misalignment between marketing objectives and the tools they rely on to accomplish those objectives. So why the discrepancy?

To dig a little deeper, we asked marketers to tell us what their biggest challenges are when endeavoring to prove marketing ROI.

The highest hurdle, they say, pertains to an inability to attribute top-of-funnel activities to business outcomes: 71.11 percent of marketing leaders say difficulties attributing social and content to revenue is their top challenge for proving ROI.
Marketing Leaders Top Challenges for Proving Marketing ROI_TrackMaven
Other ROI issues include aligning KPIs with overall business goals (48.89 percent), attributing leads to revenue (46.67 percent), and collecting the right data (45 percent).

If any of these ROI-related issues resonate with you, TrackMaven’s marketing analytics platform is uniquely equipped to help. Request your guided tour of our platform, or visit our product page to learn more.

How does your organization compare?

The 2017 Marketing Leadership Survey: Strategy, Technology, and Data-Driven Management also drills down into how many companies are truly data-driven, how marketers spend their workweek, reporting tools and best practices, budgeting trends, and more.

Here’s a quick rundown of what you’ll discover when you download the study:

  • The top marketing goals and objectives of today’s marketing leaders, including priorities for social media, demand generation, brand awareness, and more.
  • How leaders prove marketing ROI, including the biggest challenges and discrepancies in ROI data and the metrics they rely on to demonstrate marketing value.
  • A leadership perspective on which tools and technologies marketing leaders find most important for measuring marketing performance.

To find out more about the practices and views of today’s marketing leaders, download your free copy of the 2017 Marketing Leadership Survey today.

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