5
2019 Marketing Operations Maturity Benchmarking Report
Selected findings
Also in the 2019 Marketing
Operations Maturity
Benchmarking Report
The last decade has seen an
important shift in B2B marketing,
with 69% saying that their goals are
aligned with key financial outcomes.
But strategic alignment can fray in
practice. Positive evaluation of sales
and marketing alignment, falls to
under 50% for most companies.
Only about two in five mainstream
respondents give a positive evaluation
of the knowledge and skills required
to support MOPs functions.
Less than one in ten mainstream
companies can predict revenue
with a high degree of accuracy
based on their funnel management
process. Even when we include
those companies that say they
are 'mostly' able to do this,
the figure only rises to 38%.
Multi-channel marketing process
design is complex and challenging;
only about one in four organizations
feels that their processes for
planning, executing, measuring
and optimizing campaigns
across channels are sufficient.
Only 39% of mainstream companies
report having strong processes
to help identify the technologies
necessary to their marketing goals.
This is remarkable in a phase of
marketing development that is
so strongly linked to customer
data and real-time response.
Customer knowledge is an
important area of strength among
top performing companies with
the largest share of top ratings in
the study. However, fewer than
50% of mainstream give their
organizations passing grades. With
the rising emphasis on customer
experience across B2B sectors, this is
a significant area of disadvantage.
• Lessons and recommendations
from the findings
• The role of the buyer's journey
• The challenge of staffing for technology
• Use and proficiency in account-
based marketing
• Lead and funnel management benchmarks
