Post on 15-Jul-2015
How do Tech CMOs Impact Revenue?SURVEY REPORT
This report outlines the
results of a survey we carried out to obtain insight into…
how technology marketing leaders
are helping to drive revenue.
The survey data was gathered in
Q4 2014 and is based on 240
responses to 9 questions.
The survey questions were grouped into 3 sections:
1
Goals
1
GoalsWhat are tech CMOs trying to achieve?
Change 2
ChangeWhat are the most common ways tech CMOs effect change?
2
3Tactics
3TacticsWhat are the most effective elements of a tech CMO’s marketing programme?
What follows is a summary of the data, based on the greatest percentage response to each question. All survey questions, answers and results can be found at the end of this report.
SURVEY SUMMARY
1
GoalsWhat are tech CMOs trying to achieve?
75.9% say revenue growth is the tech CMO’s top priority.
CMO Top Priority
CLICK HERE
67.9% say content marketing is the main lever CMOs are reaching for to achieve their goals.
CMO Main lever
53.8% say the board see revenue growth as the tech CMO’s top priority.
CMOs and the C-Suite
ChangeWhat are the most common ways tech CMOs effect change?
2
43.5% identify buyers researching online as the change in buyer behaviour that has had the greatest impact.
CMOs and the Customer
10 reasons to create a great mobile-friendly websiteCLICK HERE
38.1% identify new marketing best practice as the most useful agent to assist with change.
CMOs and the Market
35.7% identify
marketing perception as the biggest obstacle to effecting change while a
further 35.7% identify this as culture.
CMOs and Effecting Change
3TacticsWhat are the most effective elements of a tech CMO’s marketing programme?
66.7% say generating marketing qualified leads is the most valuable thing CMOs can do for sales teams.
CMOs and Revenue Growth
What the CMO Needs to Tell the BoardCLICK HERE
70.8% say the most productive lead sources are website and content.
CMOs and Sales Teams
33.3% identify
gated content as the most productive mechanism on their
website for generating marketing qualified leads.
CMOs and Productivity
Full survey details are as follows
Goals
What is the top priority goal that CMOs are set by the board?
10.3% 53.8%33.3% 2.6% 0%
Brand building
Revenue growth
Demand generation
Lead qualification
Other
What is the main lever that CMOs are reaching
for to achieve their goals?17.9%
67.9%
0%
7.1%
0%
3.6%
3.6%
Product marketing
Content marketing
Sales enablement
Trade shows
Telemarketing
Social media
Other
From your perspective, what do you think CMOs believe to be the top priority goal?
10.3% 75.9% 10.3% 3.4% 0%
Brand building
Revenue growth
Demand generation
Lead qualification
Other
Change
What is the biggest obstacle for you to effect change in your organisation?
10.7%
7.1%
35.7%
10.7%
35.7%
Culture
Sales
The C-suite
Perception of marketing
Other
What is the biggest agent for change that can help you?
26.1%
43.5%
8.7%
8.7%
13.0%
Changes in buyer behaviour
Competitor activity
New marketing best practices
Macroeconomic conditions
Other
In this Age of the Customer what changes in buyer behaviour are affecting you most?
33.3%
4.8%
38.1%
14.3%
9.5%They have more control
They research online
The competition is more visible
They expect great content
Other
Tactics
What is the most productive (quality and quantity) mechanism on your website to generate Marketing Qualified Leads?
33.3%
12.5%
12.5%
8.3%
8.3%
25%
Gated content
Get a demo
Take a free trial
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Talk to sales
Other
What is the most valuable thing that you do for the sales team
4.2% 25% 4.2% 66.7% 0%
Buy them tools
Provide them insightful content
Gather their feedback
Generate marketing qualified leads
Other
What are your most productive marketing lead sources?
Website and content
Trade shows
Telemarketing
Other
70.8% 8.3% 8.3% 0% 12.5%
Interested in giving the best presentation to the board or investigating why a mobile-
friendly website is the most productive option for your web presence?
What the CMO Needs to Tell the Board
CLICK HERE
10 reasons to create a great mobile-friendly website
CLICK HEREOR