Frost & Sullivan's Growth Team Membership™ (GTM) recently completed its 2012 survey of marketing executives throughout Asia Pacific. 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 from APAC
- The key challenge is developing a compelling value proposition
- The root causes of most of the challenges facing marketers are understaffing and a lack of common objectives
- In comparison to 2011, marketing budgets and staffing levels are expected to remain the same in 2012
- Most marketers rate their demand generation effectiveness as "Above Average"
- Respondents consider developing lead generation criteria with Sales their strongest demand generation capability, and mobile marketing tactics their weakest
2012 Marketing Survey Executive Summary
Marketers continue to be faced with the imperative to find ways to appeal to specific customer needs, keep costs down, and drive higher ROI. This focus on the customer has marketers reassessing their value propositions and customer segments - to target the "right" audience with an engaging message. However, marketers are expected to take on this task with limited resources - budgets and staffing levels are expected to remain stagnant. To accomplish more with less, marketers are striving to improve the effectiveness of lead generation efforts and adoption rate collateral by Sales. More pointedly, marketers are striving to improve their channel strategies and collaborate closely with Sales on segmentation efforts.