Marketing Impact on Business Success: New Research from ITSMA Reveals Key Findings

A new study by ITSMA has shed light on the importance of marketing's role in driving business success. The research, which involved 53 marketers from top companies, found that those who focus on strategic activities such as offer development and portfolio management have a greater impact on the business than those who focus on communications work. According to the study, 34% of respondents reported a significant impact, while 64% reported some impact.

Key Takeaways:

The study highlights the significance of marketing's role in driving business success, with 34% of respondents reporting a significant impact and 64% reporting some impact.
Marketing departments with responsibility for strategic activities such as offer development and portfolio management bring greater value to the business than those with a narrower focus on communications work.
The research suggests that marketing's impact is not limited to generating awareness and thought leadership, but also extends to driving business strategy and customer satisfaction.
Companies such as Accenture, Cisco, Deloitte, EMC, HP, IBM, Nokia, Tata Consultancy Services, Unisys, and Xerox participated in the study, providing valuable insights into the role of marketing in driving business success.
The study's results will be presented at ITSMA's Annual Marketing Conference, "Driving Value: Marketing's Advancing Role," on November 15 and 16.

Statistics:

53 marketers from top companies participated in the study, including Accenture, Cisco, Deloitte, EMC, HP, IBM, Nokia, Tata Consultancy Services, Unisys, and Xerox.
34% of respondents reported a significant impact of their marketing organization on the business's success.
64% of respondents reported some impact of their marketing organization on the business's success.
The study was conducted by ITSMA, a leading organization specializing in marketing and services research.

Sources:

ITSMA "New research from ITSMA shows that services and solutions marketers who have responsibility for offer development, portfolio management, charting business strategy, and ensuring customer satisfaction and loyalty have more impact on the business than those who focus primarily on generating awareness and creating and communicating thought leadership."
ITSMA Annual Marketing Conference, "Driving Value: Marketing's Advancing Role," on November 15 and 16.