Marketing analytics earns the greatest share of the marketing budget accounted for 9.2%, according to Gartner. Marketing analytics spending is forecasted to increase over the next three years to reach 11.3% after 6.6% in 2019, according to a recent CMO Survey from Deloitte and Duke University’s Fuqua School of Business.
On the plus side, using marketing metrics is very important to the CEO and CFO. 78% of B2B marketing executives are eager to measure the impact of marketing programs on revenue by using metrics that matter to the CEO and CFO.
The Forbes Marketing Accountability Report revealed that the contribution of marketing to enterprise value in an uncertain and digitally driven economy is very large—in many cases over 50%.
Also, marketers who invest in measuring and managing performance build more value, achieving 5% better returns on marketing investments and over 7% higher levels of growth performance.
What must marketers do to be seen as an integral part of the machine that drives revenue and growth?
In this regard, Marketo provides its definitive guide to help marketers take control over the revenue process, earn the respect of their organizational peers, and earn a seat at the table.