How Executives Rate their Marketing Teams

There is an excellent article in Marketing Profs by Ayaz Nanji on the results of a recent CMO Council survey about how executives rate their marketing teams. Here are a few takeaways:

Some 46% of senior executives rated the performance of their marketing team as very good or exceptional in 2020, and 45% rated it as moderate,

The solution to marketing deficiencies , according to these business leaders, may not be in-house. Respondents said that interim or fractional marketing leaders can add value, primarily by introducing new ideas and ways of thinking into the marketing department. Other key takeaways:

  • Revenue and sales growth is the top deliverable for Marketing, report 80% of survey respondents, with customer acquisition and profitability a close second (71%).

  • 69% of business executives say they are extremely or moderately confident in Marketing's ability to lead growth recovery in 2021.

  • 84% say they are closely, regularly, or increasingly interacting with their marketing team.

  • Collaboration and alignment between lines of business, functional areas, and Marketing is viewed as close, balanced, effective, and well-integrated by 37% of respondents; the same percentage say it is getting better all the time.

  • About the research: The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors.


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The full Marketing Profs article with a lot of specifics and infographics is available at: https://www.marketingprofs.com/charts/2021/45301/c-suite-survey-the-top-5-marketing-org-deficiencies


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