Frost & Sullivan's Growth Team Membership™ (GTM) recently completed its 2012 survey of marketing executives in the Americas. The executives were asked to identify their most pressing challenges for 2012. GTM will focus its best practices research to address the prominent issues identified in the survey.
Marketing in 2012 - A Snapshot
- The key challenge is developing a compelling value proposition
- Insufficient personnel is the root cause of Marketing's challenges
- Marketing's 2012 resources will increase slightly - budgets will increase moderately but staffing levels will remain constant
- B-to-B marketers are spending more on online media Marcom activities, while B-to-C marketers are investing more on traditional Marcom activities
- Most marketers rate their demand generation effectiveness as "Average"
- In terms of demand generation capabilities, social media and mobile marketing tactics are rated as the weakest, while employing vertical-specific campaigns is the strongest
2012 Marketing Survey Executive Summary
Marketing continues to struggle with evergreen issues such as segmentation, messaging, ROI, and sales support. However, in comparison to 2011 there has been a shift in emphasis: marketers in 2011 were focused on new or adjacent market entry, while, in 2012 marketers are struggling with challenges around differentiating the brand such as the need to reevaluate the value proposition and assessing current customers.
When Marketing's challenges are assessed by business model, B-to-B marketers are struggling with customer-facing issues such as brand differentiation, segment prioritization, and capturing customers' changing needs and preferences. B-to-C marketers wrestle with effective collaboration including getting Sales to use marketing collateral, generating high-quality leads, and improving relationships with channel partners.