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Gartner Survey Finds Only 52% of Senior Marketing Leaders Can Prove Marketing’s Value and Receive Credit For Its Contribution to Business Outcomes

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A recent Gartner survey reveals that only 52% of senior marketing leaders successfully prove marketing's value and receive credit for contributing to business outcomes. The survey, conducted in April and May 2024, shows that CMOs ranked CFOs (40%) and CEOs (39%) as the top executives most skeptical of marketing's value.

Key findings include:

  • 47% of CMOs report marketing is viewed as an expense rather than a strategic investment
  • Leaders who communicate marketing's value through a long-term, holistic view are more successful in proving value
  • Incorporating complex metrics increases the likelihood of proving value by up to 1.8 times
  • Personal involvement in data and analytics initiatives significantly impacts CMOs' ability to prove marketing value
  • Major barriers to proving marketing's value are talent-related, including lack of necessary skills and analytical talent

Un recente sondaggio di Gartner rivela che solo il 52% dei dirigenti senior di marketing riesce a dimostrare il valore del marketing e a ricevere riconoscimenti per il contributo ai risultati aziendali. Il sondaggio, condotto ad aprile e maggio 2024, mostra che i CMO hanno classificato i CFO (40%) e i CEO (39%) come i dirigenti più scettici sul valore del marketing.

Trovate chiave includono:

  • Il 47% dei CMO riporta che il marketing è visto come una spesa piuttosto che un investimento strategico
  • I leader che comunicano il valore del marketing attraverso una visione a lungo termine e olistica hanno maggior successo nel dimostrare il valore
  • Incorporare metriche complesse aumenta la probabilità di dimostrare il valore fino a 1.8 volte
  • Il coinvolgimento personale nelle iniziative di dati e analisi influisce significativamente sulla capacità dei CMO di dimostrare il valore del marketing
  • I principali ostacoli nel dimostrare il valore del marketing sono relativi al talento, incluso la mancanza di competenze necessarie e talento analitico

Una encuesta reciente de Gartner revela que solo el 52% de los líderes de marketing senior logra demostrar el valor del marketing y recibe crédito por contribuir a los resultados empresariales. La encuesta, realizada en abril y mayo de 2024, muestra que los CMOs clasificaron a los CFOs (40%) y a los CEOs (39%) como los ejecutivos más escépticos respecto al valor del marketing.

Los hallazgos clave incluyen:

  • El 47% de los CMO informan que el marketing se considera un gasto en lugar de una inversión estratégica
  • Los líderes que comunican el valor del marketing a través de una visión a largo plazo y holística tienen más éxito en demostrar su valor
  • Incorporar métricas complejas aumenta la probabilidad de demostrar el valor hasta 1.8 veces
  • La involucración personal en iniciativas de datos y análisis impacta significativamente en la capacidad de los CMO para demostrar el valor del marketing
  • Las principales barreras para demostrar el valor del marketing son relativas al talento, incluyendo la falta de habilidades necesarias y talento analítico

최근 가트너 설문조사에 따르면 52%의 고위 마케팅 리더만이 마케팅의 가치를 성공적으로 입증하고 비즈니스 결과에 기여한 것에 대해 인정받고 있습니다. 2024년 4월과 5월에 실시된 이 설문조사는 CMO가 CFO(40%)와 CEO(39%)를 마케팅 가치에 가장 회의적인 최고 경영자로 꼽았음을 보여줍니다.

주요 발견은 다음과 같습니다:

  • 47%의 CMO가 마케팅이 전략적 투자라기보다 지출로 간주된다고 보고합니다.
  • 마케팅의 가치를 장기적이고 전체적인 관점으로 소통하는 리더가 가치를 입증하는 데 더 성공적입니다.
  • 복잡한 지표를 포함하면 가치를 입증할 가능성이 1.8배 증가합니다.
  • 데이터와 분석 이니셔티브에 대한 개인적인 참여가 CMO가 마케팅 가치를 입증하는 능력에 상당한 영향을 미칩니다.
  • 마케팅 가치를 입증하는 데 주요 장애물은 인재 관련 문제로, 필요한 기술과 분석 인재의 부족을 포함합니다.

Une enquête récente de Gartner révèle que seulement 52% des leaders marketing seniors parviennent à prouver la valeur du marketing et à recevoir du crédit pour leur contribution aux résultats commerciaux. L'enquête, réalisée en avril et mai 2024, montre que les CMO ont classé les CFO (40%) et les CEO (39%) parmi les dirigeants les plus sceptiques quant à la valeur du marketing.

Les principales conclusions incluent :

  • 47% des CMO rapportent que le marketing est perçu comme une dépense plutôt qu'un investissement stratégique
  • Les dirigeants qui communiquent la valeur du marketing à travers une perspective à long terme et holistique réussissent mieux à prouver cette valeur
  • L'incorporation de métriques complexes augmente la probabilité de prouver la valeur jusqu'à 1,8 fois
  • Une implication personnelle dans les initiatives de données et d'analyse impacte significativement la capacité des CMO à prouver la valeur du marketing
  • Les principales barrières à la preuve de la valeur du marketing sont liées au talent, y compris le manque de compétences nécessaires et de talents analytiques

Eine aktuelle Umfrage von Gartner zeigt, dass nur 52% der leitenden Marketingverantwortlichen erfolgreich den Wert des Marketings nachweisen und Anerkennung für ihren Beitrag zu den Geschäftsergebnissen erhalten. Die Umfrage, die im April und Mai 2024 durchgeführt wurde, zeigt, dass CMOs CFOs (40%) und CEOs (39%) als die skeptischsten Führungskräfte hinsichtlich des Wertes des Marketings einstufen.

Wesentliche Ergebnisse umfassen:

  • 47% der CMO berichten, dass Marketing als Ausgabe und nicht als strategische Investition angesehen wird.
  • Führungskräfte, die den Wert des Marketings durch eine langfristige, ganzheitliche Perspektive kommunizieren, sind erfolgreicher beim Nachweisen des Wertes.
  • Die Einbeziehung von komplexen Kennzahlen erhöht die Wahrscheinlichkeit, den Wert nachzuweisen, um das 1,8-fache.
  • Persönliches Engagement in Daten- und Analyseinitiativen hat einen signifikanten Einfluss auf die Fähigkeit der CMO, den Wert des Marketings nachzuweisen.
  • Wesentliche Hindernisse für den Nachweis des Wertes des Marketings sind talentbezogen, einschließlich fehlender erforderlicher Fähigkeiten und analytischen Talents.
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Almost Half of CMOs Say Marketing Is Viewed As An Expense, Rather Than A Strategic Investment

STAMFORD, Conn.--(BUSINESS WIRE)-- Only 52% of CMOs and other senior marketing leaders said they were successful in proving the value of marketing and receiving credit for helping meet enterprise objectives, according to a survey by Gartner, Inc.

Figure 1: Individuals or Groups That are Most Skeptical of Marketing’s Value at Their Company. Source: Gartner (September 2024) (Graphic: Business Wire)

Figure 1: Individuals or Groups That are Most Skeptical of Marketing’s Value at Their Company. Source: Gartner (September 2024) (Graphic: Business Wire)

A survey of 378 senior marketing leaders conducted in April and May of 2024 revealed that CMOs ranked CFOs (40%) and CEOs (39%) as the top executives most skeptical of marketing's value at their company (see Figure 1).

“One of the significant challenges in proving marketing’s value is dealing with entrenched beliefs and lack of understanding and alignment,” said Joseph Enever, Senior Director Analyst in the Gartner Marketing practice. “In a Gartner survey of 395 CMOs from February through March 2024, 47% of CMOs said marketing is viewed as an expense rather than a strategic investment. Overcoming this barrier requires CMOs to provide persistent education and communication efforts to reshape these outdated perceptions and highlight marketing’s critical impact on the bottom line.”

Proving Marketing’s Long-Term, Holistic Impact
CMOs and other senior marketing leaders who communicate marketing’s value through a long-term, holistic view have greater success in proving value and getting credit for it. The survey results show that this approach is both the most common and most successful approach. Of the 41% of leaders who used this approach, over two-thirds reported they were able to prove marketing’s value and get credit for business contributions.

“Taking a wider perspective of value can mean measuring marketing’s effect across other functions, such as sales, customer experience and operations,” said Enever. “Leaders must be disciplined in aligning success measures to different stakeholders, teams and goals as they widen the aperture of their marketing value story.”

Increase Variety and Sophistication of Metric Types
Gartner experts highlighted three metric types that will help provide a deeper or more complete understanding of marketing’s value story:

  • Relationship metrics: Customer Lifetime Value (LTV), Customer Acquisition Cost (CAC), LTV:CAC ratio​
  • Return on transactional metrics: Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), Return on Investment (ROI)​
  • Operational metrics: Stakeholder satisfaction with deliverables, productivity of marketing resources, percentage of expected capacity utilization​

“Leaders can get more bang for their buck by leveraging more complex metrics to communicate value,” said Enever. “CMOs and other senior marketing leaders who incorporated two or more of these ‘high complexity’ metric types were up to 1.8 times more likely to prove value and get credit than those who used none of them, and 1.4 times more likely than those who incorporated just one of them.”

Expand Leadership Involvement in Data & Analytics Activity
The survey revealed that personal involvement in data and analytics initiatives has a significant impact on CMOs’ ability to prove marketing value and get credit. Respondents who were involved in more activities in their current role, like creating marketing dashboards or developing measurement strategies, were 1.4 times more likely to prove value and get credit than those who conducted fewer activities. Of senior marketing leaders who meet regularly with the highest ranking marketing analytics leaders and their team members, 62% said they can prove value and get credit, compared to just 30% who meet infrequently with both.

Invest in Marketing Talent to Close Gaps
Three of the biggest barriers to proving marketing’s value are talent related. They include lack of necessary soft skills/competencies, lack of analytical talent to analyze data and generate insight, and lack of talent to integrate and analyze data.

“CMOs must address these talent-related barriers to successfully prove marketing value and secure the recognition and investment it deserves,” Enever said. “By enhancing soft skills, bridging the analytical talent gap and strengthening technical expertise, CMOs can transform the marketing function into a powerhouse of strategic insights and impactful storytelling.”

Gartner clients can read more in “2024 Marketing Analytics Survey: How CMO’s Prove Value and Receive Credit.”

About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.

About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.

Juliette Dixon

Gartner

juliette.dixon@gartner.com

Elizabeth Bishop

Gartner

elizabeth.bishop@gartner.com

Source: Gartner

FAQ

What percentage of senior marketing leaders can prove marketing's value according to the Gartner survey?

According to the Gartner survey, 52% of senior marketing leaders can successfully prove marketing's value and receive credit for contributing to business outcomes.

Who are the top executives most skeptical of marketing's value in companies?

The survey reveals that CMOs ranked CFOs (40%) and CEOs (39%) as the top executives most skeptical of marketing's value at their companies.

How does communicating marketing's value through a long-term, holistic view impact success?

CMOs and senior marketing leaders who communicate marketing's value through a long-term, holistic view have greater success in proving value and getting credit for it. Over two-thirds of leaders using this approach reported success.

What impact does personal involvement in data and analytics have on proving marketing value?

The survey showed that personal involvement in data and analytics initiatives significantly impacts CMOs' ability to prove marketing value. Those involved in more activities were 1.4 times more likely to prove value and get credit.

What are the main talent-related barriers to proving marketing's value?

The three main talent-related barriers are: lack of necessary soft skills/competencies, lack of analytical talent to analyze data and generate insight, and lack of talent to integrate and analyze data.

Gartner, Inc.

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