Marketers’ Goals for 2007

 According to the CMO Council’s Marketing Outlook 2007 report, quantifying the value of marketing programs and investments is the #1 goal for marketers this year (44%). Other priorities include improving marketing organization’s efficiency (39%), increasing customer knowledge (34%), and improving ROI (28%). Interestingly, 23% said they want to boost credibility and perceived value with senior management.

When asked what top 5 analytics tools they like to implement to help them do their jobs better, performance measurement dashboard won out by 42%, followed by e-mail campaign management, lead-generation qualification, CRM, and customer intelligence/analytics.

And what were the top accomplishments from 2006? Restructuring marketing to better support sales led the pack (46%), followed by overhauling brand image (29%), new messaging (28%), implementing new campaigns (27%), and adding internal resources (24%).


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