Introduction The “secrets” to a quality life aren’t really secret: eat well, stay active, don’t smoke (or quit if you already do) and sustain a healthy lifestyle. Many people long for a “miracle” pill that is a shortcut on the journey to fitness and health. But no such pill exists. Maintaining a healthy lifestyle takes long-term discipline and effort, so many aspire to it, but few attain it. The reward for those that persevere is great. This fitness and health metaphor applies to marketing. Every marketer wants to get great results that measurably impact the bottom line, but many don’t like the prescription: use alignment, accountability, and analytics to measure and manage performance. Marketing Performance Management is the best and correct response to the pressure marketers feel each time the C-suite asks: “what have you done for us lately?” Marketing faces constant scrutiny regarding its contribution, and this pressure does more than persist: 83% of participants in the 2015 MPM benchmark study report that it is increasing, virtually unchanged from the 2014 MPM study*. This persistent pressure is an all too familiar force at work on the marketing team. Yet, the way marketing organizations respond to it differs significantly, and those differences are defining. Understanding those differences provides insight into how marketing organizations can do more than just keep their seat at the corporate leadership table, but also earn greater credibility and influence. This joint study conducted by VisionEdge Marketing and Demand Metric, compares and contrasts best-in-class marketing organizations with those in the middle of the pack and the laggards. The goal of this study is reveal how marketing organizations can achieve best-in-class performance measurement and management, become recognized as a Center of Excellence and experience the benefits that come with that. This report details the results and insights from the analysis of the 2015 MPM survey data. Only statistically valid data and relationships between study variables were included in this report. For more detail about the survey and its participants, please refer to the Appendix. Table of Contents - Introduction - Marketing's Symptoms - Marketing's Vital Signs - Marketing's Diagnosis - Marketing's Prognosis - Prescription for Action - Appendix A: Methodology - Appendix B: Data Summary - About VisionEdge Marketing - About Demand Metric

1. Comprehensive Report | May 2015
Laura Patterson | President | VisionEdge Marketing
Jerry Rackley | Chief Research Analyst | Demand Metric
w w . d a i n . c o m
Marketing
Performance
Management
Study 2015
&
A Diagnosis & Prescription for
MARKETING
PERFORMANCE MANAGEMENT

2. Table of Contents
3 Introduction
6 Marketing’s Symptoms
24 Marketing’s Vital Signs
39 Marketing’s Diagnosis
49 Marketing’s Prognosis
60 Prescription for Action
67 Appendix A: Methodology
73 Appendix B: Data Summary
100 About VisionEdge Marketing
101 About Demand Metric
2MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.

3. Introduction
The “secrets” to a quality life aren’t really secret: eat well, stay
active, don’t smoke (or quit if you already do) and sustain a healthy
lifestyle. Many people long for a “miracle” pill that is a shortcut on the
journey to fitness and health. But no such pill exists. Maintaining a
healthy lifestyle takes long-term discipline and effort, so many aspire
to it, but few attain it. The reward for those that persevere is great.
This fitness and health metaphor applies to marketing. Every
marketer wants to get great results that measurably impact the
bottom line, but many don’t like the prescription: use alignment,
accountability, and analytics to measure and manage performance.
3MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.
Marketing Performance Management
(MPM) is the diet and exercise of the
marketing profession, and it leads to a
higher quality of marketing life.

4. Introduction
Marketing Performance Management is the best and
correct response to the pressure marketers feel each time
the C-suite asks: “what have you done for us lately?”
Marketing faces constant scrutiny regarding its
contribution, and this pressure does more than persist:
83% of participants in the 2015 MPM benchmark study
report that it is increasing, virtually unchanged from the
2014 MPM study*. This persistent pressure is an all too
familiar force at work on the marketing team. Yet, the way
marketing organizations respond to it differs significantly,
and those differences are defining.
Understanding those differences provides insight into how
marketing organizations can do more than just keep their
seat at the corporate leadership table, but also earn greater
credibility and influence.
4MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.
* The 2013 and 2014 MPM studies were conducted by VisionEdge Marketing in association with ITSMA.

5. Introduction
5MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.
This joint study conducted by VisionEdge Marketing and Demand
Metric, compares and contrasts best-in-class marketing organizations
with those in the middle of the pack and the laggards. The goal of this
study is reveal how marketing organizations can achieve best-in-class
performance measurement and management, become recognized as a
Center of Excellence and experience the benefits that come with that.
This report details the results and insights from the analysis of
the 2015 MPM survey data.
Only statistically valid data and relationships between study variables
were included in this report. For more detail about the survey and its
participants, please refer to the Appendix.
?

6. About VisionEdge Marketing
100MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.
Since our inception in 1999, our passion and purpose at VisionEdge Marketing has
been to bring science to the discipline of marketing and help our customers use data,
analytics, metrics, and processes to prove and improve the value of their marketing.
Our customers use our consulting services in the areas of marketing accountability,
measurement and analytics; outcome-based marketing metrics; actionable
dashboards; and processes, data, and systems to make strategic market, customer
and product decisions.
To learn more about our services, capabilities and customers, please visit
www.visionedgemarketing.com.

7. About Demand Metric
Demand Metric is a global marketing research & advisory firm serving a membership
community of over 60,000 senior marketers with primary research & benchmark
reports, technology research & advice, consulting services, training, virtual summits,
CMO forums, and a library of 500+ practical tools and templates.
Offering consulting methodologies, advisory services, and premium marketing tools
and templates, Demand Metric resources and expertise help the marketing community
plan more efficiently and effectively, answer the difficult questions about their work with
authority and conviction and complete marketing projects more quickly and with
greater confidence, boosting the respect of the marketing team and making it easier to
justify resources the team needs to succeed. To learn more about Demand Metric,
please visit: www.demandmetric.com
101MPM Study: 2015 © 2015 VisionEdge Marketing, Inc. and Demand Metric Research Corporation. All Rights Reserved.