HubSpot report on marketing strategy effective
HubSpot asked thier marketing respondents to tell them what they really think: Is their organization’s marketing strategy effective? Just 61% answered “yes” this year. One respondent wrote:
“The most disruptive force which will affect my job in the next 3-5 years is the lack of research in my company when it comes to marketing strategies.”
Echoing the disconnect between the sales leaders and the staff, more senior respondents had a rosier picture of their marketing organization. 69% of C-level respondents said their marketing strategy was effective compared to 55% of individual contributors.
Do you feel that your organizations's marketing strategy is effective?
This begs the question: Are senior executives seeing benefits from marketing campaigns that are not being shared with individual teams and managers? It’s possible that each individual team (consisting of a manager and any number of individual contributors) is not getting a holistic view of thier marketing’s performance. So, in the absence of the clear results, teams are judging their organizations harshly.
Or, even worse, the performance is below established goals, and senior executives, for whatever reason, are blind to it. No matter what the actual reason is, at the end of the day there is a disconnect between leadership’s view and employees’ attitude. This will evolve into a larger business problem if it is not properly addressed. Clearer communication between the leaders and the staff is necessary, in both scenarios.
Do you feel that your organization's marketing strategy is effective? (by seniority)
Confidence in marketing strategy wanes in Asia, Australia, and New Zealand - these are the areas with the lowest adoption of inbound marketing.
Do you feel that your organization's marketing strategy is effective? (by geography)
Based on your organization's approach to marketing, do you feel that your marketing strategy is effective?
Organizations that are inbound are more likely to state that their marketing strategy is effective. Indeed, the majority of respondents who are part of outbound organizations do not think their marketing strategy is effective.
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