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LIVE! Wed., Feb. 19, 2025 at 12:00 PM ET

Building SMEs Into Thought Leaders

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The question the C-suite often asks of Marketing is this: "What have you done for us lately?"

Most marketers are facing constant scrutiny regarding their performance and contribution. Very few, however, are responding to it in a way that inspires confidence.

The 2015 Marketing Performance Management (MPM) Benchmark Study: A Diagnosis and Prescription for Marketing Performance Management, measured that pressure from the C-suite, finding that 83% of survey participants feel it.

But the way marketing organizations respond to that pressure differs significantly, and those differences are defining.

The The 14th annual MPM study study, conducted by VisionEdge Marketing and Demand Metric, highlights how some marketing organizations keep their seat at the corporate leadership table while others earn even greater credibility and influence. The research, capturing input from 374 respondents, provides insights on performance measurement as well as management challenges and best-practices.

A key component of the annual study is the grade that the C-Suite gives Marketing for its ability to prove its value. This year the distribution of grades is as follows:

  • Just over 20% of marketers earned the highest grade, an A.
  • 30% earned a B.
  • Approximately half of the marketers earned a C or lower.

How to Earn an A

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Marketers, Here's How to Answer the 'What Have You Done for Me Lately?' Question [Infographic]

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ABOUT THE AUTHOR

image of Laura Patterson

Laura Patterson is the president of VisionEdge Marketing. A pioneer in Marketing Performance Management, Laura has published four books and she has been recognized for her thought leadership, winning numerous industry awards.

image of Jerry Rackley

Jerry Rackley is chief analyst at Demand Metric, a marketing advisory firm. Jerry brings over three decades of international marketing, media relations, and corporate communications expertise to each engagement.

LinkedIn: Jerry Rackley