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Useful Statistics for Building Your Business Case for Marketing Operations

Useful Statistics for Building Your Business Case for Marketing Operations

Below you'll find relevant statistics for what Marketing Operations can help you achieve or change, broken down into function group.

Marketing Technology Management

  • 85% of B2B marketers felt they were not using their marketing automation software to their full potential last year. (SiriusDecisions 2015)
  • Marketing technology represents 33% of the marketing budget. (Gartner CMO Spend Survey)
  • Marketing technology spend is now higher than advertising spend for companies. (Gartner CMO Spend Survey)
  • 28% of marketing technology spend goes to infrastructure (e.g., servers, storage, network) to run marketing software. (Gartner CMO Spend Survey)
  • 40% of companies have either “moderately” or “fully” integrated their marketing and sales automation systems. (Curata)

Data Management

  • Many marketing organizations say managing data is their biggest challenge: data storage (36%), data quality (23%), and making data actionable (15%). (Source: The Wise Marketer)
  • 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. (BrightTALK)
  • 17% of salespeople cite manual data entry as the biggest challenge using their existing CRM. (HubSpot)
  • 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store lead and customer data. (HubSpot)

Marketing Process Management

  • Organizations with Service Level Agreements in place are over 5X as likely to be effective. (HubSpot)
  • Companies good at lead nurturing create 50% more sales-ready leads at 33% lower cost. (The Annuitas Group and Forrester Research)
  • 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Forrester Research)

Reporting and Analytics

  • The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (HubSpot)
  • 24% of marketers don’t know whether their efforts resulted in closed-won deals. (BrightTALK)
  • Of companies using marketing automation and ROI metrics, 69% report an increase in total marketing revenue contribution. (
  • Only 42% of marketers say they are able to measure their social activities. (Social Media Examiner)
  • 6 in 10 small business owners are not able to track ROI from their social media activities. (eMarketer)

Vendor Management

  • The marketing tech industry has seen an average annual growth of 170%, increasing from 100 companies in 2011, to nearly 2000 in 2015. (Scott Brinker)
  • A 2015 report found that 51% of organizations use 21 or more digital marketing solutions—a 42% increase from three years ago. (Econsultancy)
  • 67% of marketers think that they don’t have all the tools they need yet (Ascend2)
  • Only 9% of companies have a complete, fully utilized martech stack, according to a 2015 report. (Ascend2)
  • On average, 49% of companies are currently using marketing automation, and more than half of B2B companies (55%) are adopting the technology. (EmailMonday)
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