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|
Marketers’ self-reported contributions to organizational goals |
I took on new responsibilities |
I did NOT take on new responsibilities |
|
Driving revenue growth through marketing initiatives |
66% |
57% |
|
Managing, optimizing and adopting marketing technology |
58% |
45% |
|
Improving customer acquisition rates |
57% |
51% |
|
Enhancing brand awareness and market positioning |
55% |
55% |
|
Supporting sales with qualified leads and insights |
54% |
39% |
|
Creating cross-sell and/or upsell programs to retain and grow customers |
48% |
37% |
|
Optimizing marketing ROI and resource allocation |
48% |
45% |
|
Leveraging data and analytics to inform strategic decisions |
45% |
35% |
|
Aligning cross-functional teams toward shared goals |
39% |
24% |
|
Developing and executing demand generation campaigns |
37% |
22% |
|
Other |
3% |
3% |