SOURCE: Eloqua

Eloqua

May 05, 2011 09:00 ET

Eloqua Research Shows Misalignment of Marketing & CEO Goals

Only Half of Marketing Departments Carry a Revenue Target, Despite Revenue Growth Being Top CEO Goal

VIENNA, VA--(Marketwire - May 5, 2011) - Eloqua, the leading provider of Revenue Performance Management solutions, today announced new findings that demonstrate a misalignment between the objectives of marketing departments and CEOs.

The Eloqua research determined that only half (51 percent) of marketing departments carry a revenue target, despite revenue growth being cited as the single most important metric for CEOs. In fact, four times as many marketers surveyed cited revenue growth (36 percent) as their CEO's top priority as cited customer satisfaction (9 percent). Increased revenues also trumped profits (23 percent), lead generation (21 percent), and brand awareness (11 percent).

Results also revealed that many businesses are not aligning marketing and sales teams' activities sufficiently to accelerate revenue performance. Only half of marketing and sales teams share performance objectives (48 percent) and more than a third (35 percent) don't view the same "dashboards" when analyzing the sales funnel. The findings also showed that many marketers did not have visibility over which of their campaigns were converting to sales, with only 42 percent of marketers knowing the three highest and three lowest performing campaigns of last year.

Following the release of the research, Eloqua is calling for businesses to adopt a Revenue Performance Management strategy to break down silos between sales and marketing, achieve better visibility of the sales pipeline, accelerate revenue growth and forecast long-term revenue performance.

Commenting on the results, Stuart Wheldon, Senior Director Customer Success & Strategy at Eloqua said, "Marketing's relationship with revenue has long centered on correlation. Revenue Performance Management now moves us to causation. It is clear from our research that marketing needs to align their efforts with the C-suite's needs. And that means revenue growth."

Methodology
Research conducted by polling 100 marketing delegates attending this year's TFM&A event

About Eloqua
Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company's mission is to make its customers the fastest growing companies on Earth. Thousands of sales and marketing professionals rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua's customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore. For more information, visit www.eloqua.com, subscribe to the It's All About Revenue blog, call 866-327-8764, or email demand@eloqua.com.

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