The C-Suite Scorecard of Marketing Effectiveness, conducted by the CMO Council, rates the state of marketing based on revenue and sales growth, customer acquisition, and profitability. The survey includes 120 senior management executives across companies of all sizes, industries, and leadership roles. The report reveals that revenue and sales growth is the top deliverable for marketing, with customer acquisition and profitability a close second. Business executives are extremely or moderately confident in marketing's ability to lead growth recovery in 2021, and 84% of them are closely, regularly, or increasingly interacting with marketing teams. Marketing teams scored highly in a rating of 2020 performance, with 46% rating it as very good or exceptional, and 45% saying it was moderate. The report also highlights the importance of collaboration and alignment between lines of business, functional areas, and marketing teams.
