ANN ARBOR, Mich., March 6, 2012 /PRNewswire/ -- A recent study of senior Marketing Managers, conducted by the Optimization Group, revealed a high correlation between perceived alignment of marketing with the executive management team and management's confidence in marketing.
The study also revealed that driving revenue growth, establishing the right marketing budget, and demonstrating proper media allocation are also highly correlated to confidence.
However, internal alignment was most important by a factor of 2:1
The survey also revealed that a majority of Marketing Managers rely on other factors to gain confidence, suggesting that they might be focusing on the wrong issues.
The survey, conducted among senior Marketing Managers from multiple industries, asked respondents to indicate their level of agreement with a series of statements about their organization's marketing efforts. Participants were also asked to indicate the likelihood that they would initiate specific marketing programs in the next 12 months.
Jeff Ewald, Founder and CEO of Optimization Group, the company that sponsored the study, believes the results can provide practical insights to help Marketing Managers gain more confidence in their programs. According to Ewald, "If a Marketing Manager focuses on one thing in 2012, it should be to develop solid internal alignment on marketing objectives across the Executive Management Team."
Optimization Group plans to implement the study twice a year to establish and track an overall level of confidence defined as a Confidence Index. Respondents will be able to compare their score with the Confidence Index to see how their organization's marketing confidence stacks up against others.
A free copy of the full report of the study can be downloaded at www.optimizationgroup.com/white_papers.php.
Optimization Group is a marketing innovation and accountability firm based in Ann Arbor, Michigan, with members across the country working with clients like Hewlett Packard, United States Postal Service, and United States Naval Recruitment. Optimization Group has measured over 1,800 different marketing campaigns from over thirty-five product and service categories. The company specializes in statistical data analytics, modeling, and survey research.
For more information, contact Jeff Ewald at (248) 459-1194 or email [email protected].
SOURCE Optimization Group