The Marketing Transformation Report
Research Reveals the 9 Best Practices to Achieve Best-in-Class Marketing Performance
About This Report
This report provides a data-driven and insights-based road map to achieve Best-in-Class marketing performance.
The research found the Best-in-Class Marketing Leaders (i.e., the top 15 percent) applied 9 specific best practices that put their performance and financial contribution far ahead of their peers.
The report shares insights to achieve each of these best practices.
What's in the Report
The research revealed 9 best practices that delivered an order of magnitude impact to marketing performance and revenue growth. Below are some of the findings published in the report.
- Marketing strategies range from ad-hoc to optimized. The research found that marketers with optimized marketing strategies achieved 64 percent higher growth in year over year marketing sourced sales pipeline, 59 percent higher growth in year over year marketing sourced revenue and 65 percent higher growth in Return on Marketing Investment (ROMI).
- The research found participants that applied customer intelligence programs, that is they harvested Voice of the Customer (VoC) data, calculated the Ideal Customer Profile (ICP), maintained a centralized 360-degree customer view and aligned offers, campaigns and other engagement pursuant to customer segments or personas, achieved 12 percent higher marketing campaign conversions, 9 percent lower cost per lead, 5 percent higher sales win rates and 6 percent lower cost per customer acquisition.
- Research measuring brand management programs found that marketers with active brand management delivered 18 percent more leads to the salesforce, 21 percent higher contribution to the sales pipeline, and 21 percent higher marketing ROI than marketers without branding programs.
- The research yielded one difference among marketing archetypes that stood above all others. The Best-in-Class marketers used Revenue Engineering 5X more frequently than their lower performing peers. The data also found that those marketers that apply Revenue Engineering acquire 2.5X more leads for the salesforce, source 3X more of the sales pipeline and achieve a 2X higher Marketing ROI than their peers who do not.
- The research found that while only 14 percent of respondents performed 7 or more integrated lead management processes, such as lead scoring, lead enrichment, lead nurture programs, lead transfer to sales, and lead analytics, those marketers earned 211 percent ROI on their lead management investment.
- The data also surfaced three lead management processes that stood out for their disproportionately higher ROI contribution. The respondents that performed regular lead scoring earned 4.5 times more ROI than those who didn't. Similarly, the respondents that performed regular lead enrichment and nurture programs earned 3.7 and 4.7 times more ROI, respectively, than those who didn’t.
- When we measured performance metrics, we found that the Best-In-Class marketers prioritize different measures. 87 percent of the top performing marketers cited marketing's contribution to revenue as their top key performance indicator. This was 56 percent higher than their lower performing peers.
- The data also found adoption of information reporting tools varied significantly. 84 percent of the Best-in-Class regularly used predictive analytics, which was 67 percent higher use than their peers. And 90 percent of the Best-in-Class
marketers regularly used artificial intelligence (AI), which was 43 percent higher use than their lower performing peers.