Top 10 Findings

1. 70% of Marketing Budget is allocated to Demand Gen and 25% to Brand

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2. Marketing executives would prefer  to allocate 50% of Marketing budget to Demand and 40% to Brand

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3. Pipeline dollars (79%) and number of opportunities (70%) are the top two Marketing ROI measurements

4. Only 28% of companies can link Brand investments to pipeline

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5. Website visitors (73%) is the number one ROI measurement for Brand investments

6. 73% of companies report that Demand Generation efficiency is a top result of Brand investments

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7. 63% of companies report that Brand investments directly fuel Demand Generation

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8. Only 39% of companies know how much of their Marketing spend and resources is allocated to in-market buyers

9. 55% of participants said if budget was cut - they would fight to protect demand spend vs only 11% said Brand

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10. Only 10% of Marketing Budget is allocated to expansion ARR - while 40% of Growth is from existing customers

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