An exclusive white paper from WARC and Gain Theory
Profitable growth is the North Star of many successful companies. Marketing is one of the key drivers of this growth, but its success is predicated on a successful marketing effectiveness program.
Accelerating growth with marketing effectiveness: A playbook is a white paper from WARC and Gain Theory that outlines a new framework for brands that want to develop advanced marketing effectiveness capabilities. It provides practical recommendations based around four key building blocks and two accelerators of best-in-class marketing effectiveness. Download your free copy by filling in the form on the right.
By reading this white paper you will:
- Understand the role that marketing effectiveness programs play in accelerating business growth.
- Learn what’s happening in marketing effectiveness today.
- Discover what best-in-class marketing effectiveness programs look like.
- Get practical recommendations on how to make critical improvements to your marketing effectiveness program to deliver business growth.
Accelerating growth with marketing effectiveness: A playbook is informed by a survey of 367 marketers from around the world, in-depth interviews with senior marketing executives, as well as expert analysis from WARC and Gain Theory.
“[Best-in-class marketing measurement] is a pyramid that flows from what the business objectives are. Business objectives need to be very clear for marketing to align and support them. Marketing objectives then naturally flow from the business objectives. All your metrics should ladder up to these objectives. There has to be a red thread that clearly connects a metric to a business objective.” Justin Bell, Head of Marketing Measurement, NatWest Group.
Key findings from Accelerating growth with marketing effectiveness: A playbook
Marketing needs to better articulate its role in driving growth:
- 20% of c-suite marketers scored their marketing programs 1 out of 10.
- More than a third of marketers disagree that their company has clear directives to evaluate and optimize marketing investment.
Quality data is important but, on its own, is insufficient to ensure data-informed decision-making:
- More than one third of respondents do not agree that most marketing investment decisions are supported by data or insights.
- More than one third of all respondents are not evaluated and incentivized based on their ability to use data to inform business decisions.
- Only 47% of marketers think their company has a clear data strategy and roadmap to close any known raw data gaps.
Advanced measurement drives growth:
- Companies whose marketing analytics programs were rated as ‘good’ have almost a 50% probability of revenue growth exceeding 5%.
- Good marketing analytics performance is dependent on five key drivers: quality data, granular data, timely insights, tactical measurement, and creative measurement.
Foresight means planning for multiple future scenarios not one:
- Marketers have some understanding of where future growth will come from.
- However, important foresight methodologies are missing from 44% of marketing practitioners’ future planning processes.
Download your free copy by filling in the form on the right.