Survey insights: Marketing's impact on the customer experience
Did you know that in the United States alone, roughly $83 billion is lost each year as a result of poor customer experiences? However, a number of leading companies today are using marketing technology and information resources to take charge of the customer experience, improve business outcomes, and achieve better financial performance.
To understand the impact of marketing management on business outcomes, IBM surveyed more than 500 professionals across fifteen industries. In this paper, explore insights from the IBM State of Marketing 2013 survey to better understand how to measure the correlation between marketing sophistication and financial performance, and learn how to differentiate yourself in a perpetually shifting omnichannel world.