BrandMaker, the leading innovator in Marketing Operations solutions, today shared the findings of its second BrandMaker Pulse – a global qualitative study into the key issues affecting global marketing organizations. This latest ‘Pulse’ was conducted in October to capture 2021 priorities.
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Key findings of the BrandMaker Pulse include:
Achieve More with Less
- Efficiency and ROI are top of most marketing organizations’ agendas for 2021, with 50 percent of global marketing organizations stating they will need to achieve more with the same or less budget than 2020, and 60 percent of respondents reported a greater demand for quantifiable ROI on marketing budgets.
- Marketing leaders (70 percent) also stated the improvement of campaign management as a budget and ROI priority for 2021.
- Only 5 percent of respondents expect an increase in their 2021 budget over 2020.
Freedom from the Spreadsheet Madness and Improved Workflow & Collaboration
- Most marketing executives (65 percent) in global marketing organizations demand improved marketing workflow management for faster reviews and approvals, and real-time transparency on status across in-house teams and external agencies.
- 65 percent of respondents want to be freed from mundane marketing tasks that they believe should be automated by now, and almost half (45 percent) want freedom from spreadsheet madness.
- The good news is that 75 percent of respondents said they plan to increase investment in marketing operations for improved workflow and integration.
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Marketing Operational Maturity High On 2021 Agenda
- The fact that 75 percent of global marketing organizations plan to increase operational efficiency investments is timely and critical for success, considering that most companies have not achieved marketing operational maturity.
- A quarter of respondents give their marketing efficiency a grade F stating an over-dependence on spreadsheets, poor collaboration and workflow tools, and difficulty accessing and sharing content, budget, or project status.
- Just 10 percent of respondents gave their marketing efficiency a grade A where they have easy integration with CRM and ERP functions, enjoy real-time visibility and control of budgets, people, and marketing assets.
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