2 in 3 CMOs are feeling pressure from the board to prove marketing’s value, a recent study from Duke University’s Fuqua School of Business revealed. While 8 in 10 US marketers responding to a new Adobe survey believe that marketing has value and that value can be measured, about two-thirds agree that there is now more pressure to show return on investment on marketing spend. Most don’t believe that pressure will be going away anytime soon.
According to the study – which also found a lack of confidence among respondents in key marketing areas– 8 in 10 marketers feel that it will be much (29%) or somewhat (50%) more important for their marketing function to prove business impact and/or ROI in the next 12 months. This view appears to be commonly held across marketing staff (82%) and decision-makers (76%), as well as by digital marketers (75%) and marketing generalists (80%). Read the rest at MarketingCharts.