Reach the Right Audience — Sherburne

The 19-question survey explores how these CMOs measure growth, the challenges they face in meeting financial goals, and marketing efforts and budget. In other words, it reflects how they measure their personal success as they strive to deliver success for their companies.

While companies use a number of metrics to measure their growth—growth that can be attributed to the success of their sales and marketing efforts—28 percent of the respondents reported that revenue was the most important metric, followed by profits (18 percent) and sales (15 percent). That being said, growth goals are relatively modest, with 38 percent of respondents indicating they expected less than 10 percent growth in their most important metric.