How Best-in-Class Marketers Serve as Value Creators

Abstract Even though marketers continue to plug away at measurement, marketing leaders still struggle with how to demonstrate the impact of marketing on business. Numerous studies have been conducted on the topic over nearly two decades. Is there anything new left to learn? There is, and as a result, this article shares the insights Demand Metric and VisionEdge Marketing learned from the fourteenth century annual marketing performance measurement and management study conducted with over 360 business executives and marketing professionals from around the world across all industries. The study sought answers to three questions: How much progress, if any, have marketers made in being able to measure contribution, value and impact? Which marketers are making progress? What are the marketers who are excelling at marketing performance management (MPM), doing better and differently?