Frost & Sullivan's Growth Team Membership™ (GTM) recently completed its 2012 survey of marketing executives throughout Europe. 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 and processes are the root cause of Marketing's challenges
- Marketing's 2012 resources will improve slightly - budgets and staffing levels will increase moderately
- B-to-C marketers are spending more on online media Marcom activities, while B-to-B marketers are investing more in traditional Marcom activities
- The majority of marketers consider their demand generation effectiveness is only "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
Years of decreasing or stagnating budgets and the economic downturn's effect on customers' purchasing behavior are apparent in Marketing's 2012 priorities. Marketing's most pressing challenges center on improving current customer engagement: prioritizing markets, capturing shifting customer needs and preferences, and building a differentiated value proposition. In addition to these customer-centric challenges marketers are still struggling with the evergreen issues: providing the ROI of their efforts s and ensuring the sales force uses the tools Marketing provides.