The global rise of smartphones, the explosion in new marketing channels, and the Internet of Things – these dynamic shifts will increase the challenges marketers face around campaign measurement and collaboration by an order of magnitude.

In the beginning of 2015, Percolate conducted a survey of more than 190 senior marketers – senior managers, directors, and C-suite executives – to understand their teams’ marketing workflows and the metrics they use to measure their performance.

Our respondents are a diverse group. They had marketing budgets from $100,000 to more than $100 million, the company size ranged from ten employees to ten thousand, and were recruited from more than sixteen industry verticals.

Download our report, the 2015 State of Marketing Workflows and Measurement Study to benchmark your workflows, see the most frequently used marketing key performance indicators and make data-driven decisions about campaign management, planning and execution

Marketers are struggling with collaboration

When asked to select what their major challenges were (respondents could select up to two options), marketers selected “collaborating with my team and partners on content creation” most frequently. “Creating content faster” was the runner-up for marketing challenges.

Marketers-struggle-collaboration

The data gets more interesting when you analyze it by company size. We chose one-thousand employees as the point for segmentation, creating two categories – respondents belonging to a company of one-thousand employees or more versus respondents belonging to a company of under one-thousand employees.

Marketing-challenges-size-of-company

Collaboration, and related issues around centralized media and knowing what others are doing are challenges more acutely felt in larger companies. This makes a lot of sense and probably shouldn’t come as a surprise. Smaller companies are facing greater challenges around speed and volume, presumably because of smaller budgets and/or teams.

We see an almost identical split between respondents belonging to companies with revenues at or above $250 million, and revenues below $250 million.

Marketing-challenges-revenue

The notable difference between this chart and the comparison by number of employees is the downwards shift for collaboration for companies with revenue of $250 million or greater. The simplest explanation is that revenue and size are different metrics. Technology startups for example, use software to automate many of the functions employees at larger companies may be doing full-time or have more favorable economics for revenue-per-employee.

Across industry verticals (we excluded verticals with less than 10 respondents in this chart) the most common challenges are “knowing what everyone was working on” and “collaborating with my team and partners on content creation”. The entertainment industry’s challenge around volume makes sense, as marketers in this space are under more pressure to create content in real-time than any other.

Marketing-challenge-industry-percolate

Manufacturing is often thought of as the least sophisticated industry vertical when it comes to marketing. This is largely due to the fact that manufacturing is typically business-to-business, and the industry as a whole can be difficult to make interesting or different – although GE is a notable exception.

According to McKinsey, one of marketing’s greatest opportunities is the optimization of non-working advertising spend and improved workflows. In this latest research, Percolate asked over 200 senior marketers how they planned, executed and measured marketing activity.

Download the State of Marketing Workflows and Measurement Study to benchmark your workflows, see the most frequently used marketing key performance indicators and make data-driven decisions about campaign management, planning and execution.