Though research shows that 80 percent of CEOs now distrust the value of marketing work, a recent survey also found that less than one-third of B2B companies properly measure ROI for marketing activity.
A significant body of research, collated in an infographic by marketing automation company Eloqua, indicates that there is a gap between the expectations of corporate management and the practices of marketing departments.
CEOs expect measurable marketing results
There is a significant level of concern at board level that marketing needs to be more accountable, as this Fournaise Group study of CEOs found:
Marketers agree in principle, lag in practice
Marketers seem to recognize this perception problem created by lack of concrete measurement. Responding to a Forrester survey, 76 percent of B2B marketers agreed that “ability to track marketing ROI gives marketing more respect.”