Only Half of Marketing Departments Carry a Revenue Target,Despite Revenue Growth Being Top CEO Goal

Eloqua, the leading provider of Revenue Performance Management solutions, today announces new findings that demonstrate a misalignment between the objectives of marketing departments and CEOs.

The Eloqua research determined that only half (51 per cent) of marketing departments carry a revenue target, despite revenue growth being cited as the single most important metric for CEOs. In fact, four times as many marketers surveyed cited revenue growth (36 per cent) as their CEO’s top priority as cited customer satisfaction (9 per cent). Increased revenues also trumped profits (23 per cent), lead generation (21 per cent), and brand awareness (11 per cent).

Results also revealed that many businesses are not aligning marketing and sales teams’ activities sufficiently to accelerate revenue performance. Only half of marketing and sales teams share performance objectives (48 per cent) and more than a third (35 per cent) don’t view the same "dashboards" when analysing the sales funnel. The findings also showed that many marketers did not have visibility over which of their campaigns were converting to sales, with only 42 per cent of marketers knowing the three highest and three lowest performing campaigns of last year.

Following the release of the research, Eloqua is calling for businesses to adopt a Revenue Performance Management strategy to break down silos between sales and marketing, achieve better visibility of the sales pipeline, accelerate revenue growth and forecast long-term revenue performance.

Commenting on the results, Stuart Wheldon, Senior Director Customer Success & Strategy at Eloqua said, “Marketing’s relationship with revenue has long centred on correlation. Revenue Performance Management now moves us to causation. It is clear from our research that marketing needs to align their efforts with the C-suite’s needs. And that means revenue growth.”

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Methodology
Research conducted by polling 100 marketing delegates attending this year’s TFM&A event

Contact:
Eleanor Armitage
eloqua@hotwirepr.com
020 7608 2500

About Eloqua
Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. Thousands of sales and marketing professionals rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email demand@eloqua.com.

Published on: 10:31AM on 18th May 2011