Survey Shows Marketers Focusing More on Results

Are Marketers beginning to focus more on what matters? Are they starting to look past the shiny object and reaching for something tied closer to the bottom line? As some budgets are getting cut, the marketers do seem to be cutting out the fluff. In a paper published by Goldstein Group Communications that goes over the data collected in a survey of marketers, the single most important method in measuring the impact of a marketing programs in 2010 was cited as Sales Increase followed by Lead Quality and then Lead Volume. Looking back to 2009, Lead Quality has gained nearly twice as much consideration; whereas Lead Volume has lost more than 35% of its luster.

As we enter 2011, it will be interesting to see if savvy agencies help continue this trend by bringing marketers better reporting that shows just where the ROI is and where the ROI is not.