A survey of the nation’s leading technology Chief
Marketing Officer’s reveals that the measurement of
marketing performance and marketing’s return on
investment is a high priority. Few companies – less than
20% - to date have developed meaningful, comprehensive
measures and metrics for their marketing organizations.
Over 80% of the companies surveyed expressed
dissatisfaction with their ability to benchmark their
marketing programs business impact and value. Yet those
companies who have established a formal, comprehensive
measurement program achieve superior financial returns
and have higher CEO confidence in the marketing
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