CMOs Believe Organizational Culture Significantly Impacts Brand Engagement

Big Data ChipA new survey conducted by executive search consulting firm Spencer Stuart has revealed that an organization’s internal organizational practices can significantly impact external brand engagement, causing CMOs to reevaluate how work gets done.

In fact, the data shows that 60 percent of respondents believe the role of culture is “very influential” in enabling the brand experience. As a result, just over half (53 percent) of marketers would like to see more data and analysis-driven decision-making within their team. The same percentage said they want their team to think creatively more often, while 43 percent claimed that they would prefer it to be results-oriented.

“While a seemingly nebulous concept, an organization’s culture — the shared values, beliefs and hidden assumptions that shape how work gets done — can have a tangible impact, spurring (or inhibiting) innovation, growth and customer satisfaction,” wrote the Spencer Stuart researchers.

Brand Awareness and Effectiveness of Campaigns

A report released by Annuitas in March 2015 showed that 60 percent of B2B marketers do not think that their marketing campaigns are effective, specifically in terms of demand generation. Only 3 percent of individuals said that they view their campaigns as effective.

B2B marketers have a variety of goals when it comes to their campaigns, with 50 percent citing brand awareness. About 77 percent said quality of leads was most important, while 51 percent said volume of leads was most essential.

Nearly 8 percent of the marketers surveyed said that they don’t have any consistent measurement of success.

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

Stephanie Weagle — Stephanie Weagle, VP of Marketing, Corero Network Security

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