Survey: Companies Add Marketing Resources as CEOs Take Greater Interest in Marketing Efforts
April 29, 2013
By Ed Silverstein
, TMCnet Contributor
CEOs are more interested in marketing efforts by companies – while many businesses are also adding more resources to those efforts, a new survey shows.
An increasing number of CEOs are asking for updates on marketing efforts by their companies. Many CEOs (almost 20 percent) want weekly updates and some even want daily marketing updates (9 percent), according to the 2013 State of Marketing Measurement Survey by voice-based marketing automation company Ifbyphone (News - Alert).
Also the survey shows that two-thirds of CEOs who took part in the questioning have “significant influence” on marketing decisions, and half receive regular marketing measurements. In addition, fifty percent of respondents said their marketing budgets increased over the past year.
Close to a third of companies taking part in the survey said they are adding additional full-time marketing resources. Also, a quarter of respondents now have a “growth hacker” in their marketing team. These are “professionals that combine expertise in marketing, product development and technology to drive revenue,” the company explains. The survey shows that twice as many marketing teams with growth hackers are trying out workflow-automation tools, such as voice-based marketing automation.
“The Ifbyphone 2013 State of Marketing Measurement Survey reflects the innovation that is taking place in marketing measurement and the rapid pace with which savvy CEOs and growth hackers are evolving their measurement strategies,” Irv Shapiro (News - Alert), CEO of Ifbyphone, said in a recent statement carried by TechZone360. “The survey illustrates what industry leaders are doing today to impact revenue. And it is clear that growth hackers are championing innovative ways to measure marketing. Today’s marketing leaders can take credit directly for revenue and new customers from their marketing efforts and confidently answer the CEO’s tough ROI questions.”
The research also identified the top marketing technology in 2013 such as voice-based marketing automation (VBMA) (20 percent), and marketing automation solutions (20 percent), according to a statement on the survey. In fact, 72 percent of all marketing teams with growth hackers use VBMA, the survey said. Also, 73 percent of the survey respondents say they use Web analytics tools and 51 percent said they use a customer relationship management system.
It was also shown that respondents are concerned about the failure to "prioritize" marketing measurement and a lack of data because of an "absence" of marketing technology, the statement said. In addition, 49 percent of those surveyed ranked "tracking new customer sources" as the top marketing metric, the statement adds.
The survey involved more than 400 respondents across the United States, each of whom oversees marketing in their companies.
Edited by Rory J. Thompson