Marketing Performance Benchmarks and Trends

What makes a great marketing firm? What can top-of-the-line marketing professionals accomplish differently and better, allowing them to achieve excellence in marketing in their businesses? In many cases, there is a subtle difference.

From 2001 onward, VisionEdge Marketing and several other partners have been studying the effectiveness and value of marketing agencies according to their ability to evaluate the effectiveness of Marketing’s value and contribution. This study aims to discover the subtle distinctions that differentiate best-in-class (BIC) marketing professionals from other marketers in the market.

One of the most critical aspects of our study over the last sixteen years is the score that the C-suite awards Marketing. The survey participants assess their marketing teams on a 100-point scale which is 100 being the highest possible score. The scale ranges from 90-100 to 70-79, 80-89, and 69 or less. Marketers who score 90 or more are given an A. Those who score between 80 and 89 are given a B, and those between 70 and 79 receive a C. Those with a 69- or lower score receive a D grade.

As in previous years, the number of marketing companies that earned an A rating remained at 23% or barely more than 1 out of five Marketing groups. The percentage of value Creators (also known as BIC marketing firms appears to be declining, and D-rated companies continue to grow.

A thorough study conducted by the American Management Association found that the most significant gap between organizations that perform well and weak organizations was whether the overall performance metrics matched with the organization’s plan of action: “The proper alignment between performance and strategy seems to make a big difference to organizational success.”

The fact that creating content requires creativity doesn’t mean it shouldn’t be arranged in a method. The top brands are mapping their content production processes to ensure reliability and efficiency.

Effective processes require competent individuals. In 2017, we anticipated brands to use multiple people involved in their production processes instead of a single generalist. This can cause management challenges; however, the higher output is worth the cost.

In Audience Ops, we use a Trello pipeline to flow pieces of content through every phase of our process: coming draft, edit as well as, final check, as well as client previews before it is final. Each stage has a specific deadline. We assign the piece to the person next in line when the tasks are complete.

Any time our managers can quickly review the production process at the top and pinpoint the errors. This allows us to control the production process and also allows us to manage the marketing content (writers, editors, managers writers, editors, designers content updates, articles, as well as social media reports, newsletters, posts, etc. ).


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