The gap in recognition for B2B marketers' efforts is revealed. The disconnect between ground efforts and executive acknowledgment is concerning.
Why Are Marketing Achievements Not Recognized by Executives?
Original: 「成果を出しても評価されない」のはなぜ？リサーチ調査から見る経営層とマーケ現場のギャップ
Importance: マーケティングと経営層の評価ギャップは業務運営に影響を与える可能性があるため。
Summary
A survey of 744 B2B marketers reveals that despite achieving a 120% year-on-year increase in lead acquisition, many face budget cuts due to a lack of recognition from executives. This indicates a significant gap between the KPIs (Key Performance Indicators) that the marketing teams are focusing on and the expectations of the executives, suggesting issues in understanding marketing results and communication with management.
Key Points
- Survey of 744 B2B marketers conducted
- 120% year-on-year lead acquisition does not yield recognition
- Gap between KPIs of teams and executives is a cause
- Communication issues are highlighted as problematic
- Understanding of executive expectations and results is necessary
View developer summary
The findings outline a disconnect between B2B marketers and executives regarding performance recognition. Achieving a 120% increase in lead acquisition does not prevent budget cuts, indicating misalignment between marketing KPIs and executive expectations, potentially due to misunderstanding of marketing metrics and poor communication.
Source: https://markezine.jp/article/detail/50694
Outlet: MarkeZine
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