Owning Growth

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.

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.

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 

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

Source: http://www.hudsonprinting-digital.com/Publications/Hudson/Hudson_Printing__Milkshake_Sept_2022/page_12.html