During a 2024 survey among marketing decision-makers worldwide, approximately 88 percent of respondents reported having a clear view into marketing's impact on revenue. The same share of interviewees said their marketing strategy significantly impacts sales. Among respondents deemed high performers – completely satisfied with the overall outcomes of their marketing investments – the shares reached 95 percent. Meanwhile, less than three-quarters of underperformers – moderately or less satisfied with the investments – expressed the same confidence in marketing's impact on revenue and sales.
Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level
among marketing team leaders, supervisors, managers, directors, CMOs, VPs, or equivalents
Supplementary notes
The source does not specify the survey type.
The source defines "underperformers" as those "moderately or less satisfied with overall outcomes of marketing investments;" "moderate performers" as professionals "highly satisfied with overall outcomes of marketing investments;" and "high performers" as experts "completely satisfied with overall outcomes of marketing investments".
The source surveyed people in Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, Denmark, Finland, France, Germany, India, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Norway,Poland, Portugal, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, the United Arab Emirates, the United Kingdom, and the United States.
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MarketingCharts. (July 2, 2024). Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level [Graph]. In Statista. Retrieved November 22, 2024, from https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/
MarketingCharts. "Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level." Chart. July 2, 2024. Statista. Accessed November 22, 2024. https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/
MarketingCharts. (2024). Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level. Statista. Statista Inc.. Accessed: November 22, 2024. https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/
MarketingCharts. "Marketers' Attitudes toward Their Strategy Worldwide as of March 2024, by Performance Level." Statista, Statista Inc., 2 Jul 2024, https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/
MarketingCharts, Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level Statista, https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/ (last visited November 22, 2024)
Marketers' attitudes toward their strategy worldwide as of March 2024, by performance level [Graph], MarketingCharts, July 2, 2024. [Online]. Available: https://www.statista.com/statistics/1478280/marketers-attitudes-strategy-performance-level-worldwide/
