Some 46% of senior executives rated their marketing team’s performance as very good or exceptional in 2020, and 45% rated it as moderate, according to recent research from the CMO Council.

The report was based on data from a survey of 120 senior executives from companies of various sizes and industries.

When asked about the leadership gaps and gaps in their marketing organizations, business leaders listed the main areas where they feel they need more skills, competencies and capabilities.


The survey also asked in which areas of performance and value creation business leaders want marketing to step up.

Top 5 Areas for Marketing Improvement

The solution, according to business leaders, may not be internal: many leaders mentionned interim or fractional marketing managers can add value, mainly by bringing new ideas and ways of thinking into the marketing department:

How Interim Marketing Managers Can Help Marketing Teams

Other results of the study:

  • Revenue and sales growth is the main marketing deliverable, according to 80% of survey respondents, followed closely by customer acquisition and profitability (71%).
  • 69% of business leaders say they are extremely or moderately confident in Marketing’s ability to lead the resumption of growth in 2021.
  • 84% say they interact closely, regularly or increasingly with their marketing team.
  • Collaboration and alignment between lines of business, functional areas and marketing are seen as tight, balanced, effective and well integrated by 37% of respondents; the same percentage says he’s improving all the time.

About the research: The report was based on data from a survey of 120 senior executives from companies of various sizes and industries.

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