With recent research showing that 78 percent of CEOs are banking on CMOs to drive growth, marketers are feeling the heat. While marketing teams are accustomed to the “do more with less” mantra, the pressure to deliver on revenue goals has never been more pronounced.
Of the marketing leaders we asked, 88% are now responsible for meeting a revenue goal, up from 79% last year. And yet, just 25% of marketing leaders have high visibility into ROI, down from 33% last year.
Surprisingly, the proliferation of martech tools —often acquired to enhance revenue-driving efforts—only complicates the measurement of marketing impact. Marketing leaders are juggling so many tools, they’re struggling to gain visibility into what’s working. Our findings suggest that despite the prevailing narrative of resource scarcity, the real challenge for marketers in 2024 isn’t constrained budgets or lean teams. Instead, it is the effective utilization of existing resources and the ability to measure (and prove) return on investments.
Connecting information across tools, teams, and workflows is essential to optimizing resources and accelerating ROI. Our research shows how the most successful marketing teams go even further. They demonstrate razor-sharp focus, data-driven decision-making, and enduring flexibility when circumstances change.
Effective teams make decisions according to data and focus their efforts on high-return initiatives. They're also tech-forward: They invest in emerging technologies—such as no-code and AI—and they maintain ownership of their martech stack. These factors ensure they drive impact in the right places, and help them respond to changing business needs with agility.
In 2024, where marketing challenges abound and expectations soar, navigating the intricacies of resource management, technological advancements, and evolving consumer demands is imperative for success. This report illuminates the insights, trends, and strategies that will empower marketing leaders to make every effort count in the year ahead.
With recent research showing that 78 percent of CEOs are banking on CMOs to drive growth, marketers are feeling the heat. While marketing teams are accustomed to the “do more with less” mantra, the pressure to deliver on revenue goals has never been more pronounced.
Of the marketing leaders we asked, 88% are now responsible for meeting a revenue goal, up from 79% last year. And yet, just 25% of marketing leaders have high visibility into ROI, down from 33% last year.
Surprisingly, the proliferation of martech tools —often acquired to enhance revenue-driving efforts—only complicates the measurement of marketing impact. Marketing leaders are juggling so many tools, they’re struggling to gain visibility into what’s working. Our findings suggest that despite the prevailing narrative of resource scarcity, the real challenge for marketers in 2024 isn’t constrained budgets or lean teams. Instead, it is the effective utilization of existing resources and the ability to measure (and prove) return on investments.
Connecting information across tools, teams, and workflows is essential to optimizing resources and accelerating ROI. Our research shows how the most successful marketing teams go even further. They demonstrate razor-sharp focus, data-driven decision-making, and enduring flexibility when circumstances change.
Effective teams make decisions according to data and focus their efforts on high-return initiatives. They're also tech-forward: They invest in emerging technologies—such as no-code and AI—and they maintain ownership of their martech stack. These factors ensure they drive impact in the right places, and help them respond to changing business needs with agility.
In 2024, where marketing challenges abound and expectations soar, navigating the intricacies of resource management, technological advancements, and evolving consumer demands is imperative for success. This report illuminates the insights, trends, and strategies that will empower marketing leaders to make every effort count in the year ahead.
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