target audience: TECH SUPPLIER  Publication date: Apr 2023 - Document type: IDC Survey Spotlight - Doc  Document number: # US50108123

Tech Buyer Survey Spotlight: What Marketing Metrics Are Key Priorities for CMOs?


  • Laurie Buczek Loading
  • Fred Isbell


  • 2 slides

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This IDC Survey Spotlight explores the marketing metrics that are key priorities for CMOs. It highlights the results from IDC's 2022 C-Suite Survey that surveyed 858 C-suite executives responsible for driving the digital transformation of their respective organizations. The survey included responders from North America, EMEA, and Asia/Pacific across a range of organization sizes and industries. It included 76 respondents from the marketing functional area with CMO, EVP, and SVP marketing titles. This analysis was done on a specific question regarding perspectives from marketing executives in the C-suite.

CMOs need to prioritize their activities and investments around enabling growth, building and improving brand equity, and having measurable revenue and business impact. Despite discussion of achieving and measuring business outcomes, marketing metrics prioritization as reported in this survey reflects more traditional measurements, including leads, pipeline, and marketing attribution. This IDC Survey Spotlight explores where marketing leaders should expand measurement to better capture and deliver outcomes-based value and who they should partner with to measure marketing impact and ROI.

"B2B tech buyers must expand their ability to measure contribution to the new normal of marketing, which includes the impact on tangible business outcomes and value," says Fred Isbell, research manager, CMO Advisory Practice at IDC. "Actively partnering with the CFO and the financial function is a key; they are marketing's essential partners in measuring marketing ROI."


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