After surveying marketers and rating their businesses, Forrester Consulting found that those who qualify as modern marketers are more likely to exceed their revenue goals and become industry leaders.
There's a strong correlation between being a "modern marketer" who embraces technology and greater business success, according to a new report by Forrester Consulting entitled, "Why You Need to Be a Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Customer."
In the study commissioned by Oracle this past spring, Forrester Consulting surveyed 492 senior marketing executives from the USA, U.K., Germany, and France regarding the role of technology in their marketing habits. The marketers were graded on seven criteria and classified into four categories: novice, developing, experienced, and modern marketers. Most of those surveyed fell in the middle; only 11 percent were classified at the top as "modern."
Of the top scorers, 44 percent reported exceeding revenue goals by 10 percent or more, compared with 23 percent of their peers.