Marketing leaders are responsible for almost half of their company’s overall
revenue. Two-thirds of marketing leaders say the pressure to deliver on
revenue goals is very high or extreme.
10 milkshake
BIGGEST CHALLENGES
TO MEETING REVENUE
TARGETS
❱ Organizational silos
❱ Measuring the full value of
marketing
❱ Scarcity of necessary skills
❱ Misunderstanding new
buyer’s journey
❱ Lack of clarity re:
ownership outcomes
REVENUE GROWTH
IS RATED AS THE TOP
CORE COMPONENT
IN MEASURING
MARKETING’S
EFFECTIVENESS.
❱ Yet most (53%) are only
moderately confident in their
ability to achieve those goals.
❱ Only 10% feel extremely
confident they can achieve
those goals.
TO WIN THE SELF-
RELIANT BUYER,
MARKETERS ARE
FOCUSING ON:
❱ Digital experience
❱ Relevant content
❱ Modernization of
marketing organization
MARKETERS ARE NOT
(BUT SHOULD BE)
WORKING ON:
❱ Data literacy
❱ Loyalty and retention
marketing
❱ Contextual insight-driven
marketing
*The finds are based on a survey of 150 global marketing leaders. A detailed report of the findings
- along with executive perspectives from leading marketers from PepsiCo, Henkel, Pitney Bowes
and others - is available for download at https://cmocouncil.org/thought-leadership/reports/
rising-above-the-fray
OWNING GROWTH
September 2022
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