Accenture research reveals four habits of successful marketers

August 12th, 2010

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New research from Accenture has revealed the

marketing behaviours that enabled some large companies to buck the trend and grow revenue last year.

The survey of 400 senior executives in companies with turnover exceeding $1bn reveals those with

revenue growth have invested in marketing ROI and productivity, used analytics extensively, innovated

beyond the average and used digital channels more effectively.

Specifically:

• 47 percent of companies that grew revenue last year invested in marketing ROI and

productivity compared to 32 percent of companies that lost revenues.

• 68 percent of growth companies say they have achieved above-average performance in

analytics compared to 58 percent reported by companies that lost revenues.

• 64 percent of growth companies say they have achieved above-average innovation capabilities,

compared to the 52 percent reported by companies that lost revenues.

• 41 percent of growth companies reported effective use of digital channels, compared to the 25 percent

reported by companies that lost revenues.

While marketers were aware the traditional marketing model is changing, they also gave themselves the

lowest marks when it comes to digital marketing with social media coming bottom of the effective use list:

“As our research shows, marketing executives clearly understand not only the new challenges they face,

but also the need to make fundamental changes in key areas of their marketing organization to close

capability and skills gaps, leverage traditional and non-traditional marketing channels more effectively and

improve overall organizational performance.” said Accenture

The full survey is available here.