CEOs and CFOs are making greater demands than last year for marketers to show a potential return on investment (ROI) as part of securing budget, according to 65% of the 601 marketers surveyed in the Lenskold Group / MarketSphere 2009 Marketing ROI & Measurements Study.
Current economic conditions are putting pressures on marketers to better understand their marketing effectiveness as 8 in 10 marketers (79%) report that the need to measure, analyze, and report marketing effectiveness is greater in 2009. However, budget pressures are evident with 6 out of 10 (59%) indicating that this higher demand for measuring marketing effectiveness is not budgeted for the necessary measurement efforts and the other 2 out of 10 indicating they are appropriately budgeted.
The full 35-page report with detailed findings and Lenskold Group recommendations is available at www.lenskold.com/2009mROIstudy.
