Calls for a revenue revolution in the marketing world appear to be gaining ground, according to new survey conducted by DemandGen Report and Eloqua.
Nearly 53% of respondents said that their marketing departments were responsible for meeting a revenue goal. That figure shows that more marketing departments are moving away from fuzzy measurements towards accounting for their impact on revenue growth.
But there are still signs that marketing is struggling to make this transition. For instance, the number of leads generated is the most cited metric for measuring marketing performance among respondents at 88%. Influence on revenue or deals were well below that figure at 43%.
Other interesting findings from the survey:
- Nearly 89% of those surveyed said emphasis on marketing measurement has increased in the last 12 to 24 months. Of that number, 68% said the pressure to justify spending was a factor in increased measurement.
- Nearly 64% of respondents want increased ability to measure campaign/attribution.
- Most respondents aren’t measuring the impact of their lead nurturing efforts (26.7%) or are planning to start measuring within the next six months (30.2%).
DemandGen Report and Eloqua are hosting a joint webinar tomorrow presenting more detailed results from the survey as well as looking at the move toward developing standards for marketing measurement as part of a Revenue Performance Management strategy. Registration for the free webinar is here.
