Technology marketers are coming up short on measuring marketing performance and its return on investment, according to a new survey by the Chief Marketing Officer Council.
More than 80% of the respondents do not have formal marketing performance measurement (MPM) systems in place, despite spending as much as 25% of their revenue on marketing.
In addition, nearly 80% of the senior marketing executives polled were dissatisfied with their ability to demonstrate their marketing programs’ business impact and value.
These are among the key findings of the Council’s Measures+Metrics audit, an online survey of more than 315 senior marketing executives at global technology companies between January and April.
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