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Measures By Which B2B Marketers Are Judged, February 2015 [CHART]

Measures By Which B2B Marketers Are Judged, February 2015 [CHART]

B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and up-sell revenue metrics. That’s according to a new report from Act-On Software conducted by Gleanster Research, which examined customer relationship management at mid-size firms.

The survey was fielded among 750 companies, splitting respondents into two groups: average and top performers. Top performers were those who self-reported beating 2013 revenue objectives, being “very effective” at managing the end-to-end marketing lifecycle, and who estimated that more than 90% of their customers are happy. This group comprised just 2% of the sample, or 15 companies.

The survey results show that among the rest – the “average” – more than 8 in 10 have management objectives tied to lead generation (82%) and acquisition revenue (82%) metrics. But only around half or fewer have objectives tied to customer retention (48%), customer satisfaction (43%) and up-sell revenue (51%). Top-performers, meanwhile, were far more likely to be held accountable for those metrics. Read the rest at MarketingCharts.