how do tech cmos impact revenue? survey report
TRANSCRIPT
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How do Tech CMOs Impact Revenue?SURVEY REPORT
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This report outlines the
results of a survey we carried out to obtain insight into…
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how technology marketing leaders
are helping to drive revenue.
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The survey data was gathered in
Q4 2014 and is based on 240
responses to 9 questions.
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The survey questions were grouped into 3 sections:
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1
Goals
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1
GoalsWhat are tech CMOs trying to achieve?
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Change 2
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ChangeWhat are the most common ways tech CMOs effect change?
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3Tactics
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3TacticsWhat are the most effective elements of a tech CMO’s marketing programme?
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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.
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SURVEY SUMMARY
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1
GoalsWhat are tech CMOs trying to achieve?
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75.9% say revenue growth is the tech CMO’s top priority.
CMO Top Priority
CLICK HERE
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67.9% say content marketing is the main lever CMOs are reaching for to achieve their goals.
CMO Main lever
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53.8% say the board see revenue growth as the tech CMO’s top priority.
CMOs and the C-Suite
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ChangeWhat are the most common ways tech CMOs effect change?
2
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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
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38.1% identify new marketing best practice as the most useful agent to assist with change.
CMOs and the Market
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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
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3TacticsWhat are the most effective elements of a tech CMO’s marketing programme?
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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
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70.8% say the most productive lead sources are website and content.
CMOs and Sales Teams
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33.3% identify
gated content as the most productive mechanism on their
website for generating marketing qualified leads.
CMOs and Productivity
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Full survey details are as follows
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Goals
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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
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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
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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
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Change
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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
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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
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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
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Tactics
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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
Signup for a free assessment
Talk to sales
Other
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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
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What are your most productive marketing lead sources?
Website and content
Trade shows
Telemarketing
Other
70.8% 8.3% 8.3% 0% 12.5%
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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