How do Tech CMOs Impact Revenue? SURVEY REPORT

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

Signup for a free assessment

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

Email

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