According to the CMO Council, 46% of senior executives rated their marketing team's performance as very good or exceptional in 2020. The report, based on data from a survey of 120 senior management executives, listed the primary areas where they see a need for more skills, proficiency, and capability. 80% of survey respondents stated that revenue and sales growth is the top deliverable for marketing.
Business leaders believe that interim or fractional marketing leaders can add value by introducing new ideas and ways of thinking into the marketing department. Other findings from the study include that 69% of business executives are confident in marketing's ability to lead growth recovery in 2021 and 84% say they are interacting with their marketing team more regularly. Collaboration and alignment between teams is viewed as close, balanced, and effective by 37% of respondents.
The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors. It is clear that marketing is seen as a key player in driving growth and improvement in 2021.
C-Suite Survey: The Top 5 Marketing Org Deficiencies
Don't worry ... it's FREE!
Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.
Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.
See how AI amplifies B2B marketing's four pillars—content, influencer marketing, SEO, and social media—boosting efficiency and impact. Read more.
What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?
What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.
Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, according to recent research.