Marketers risk investment by not being in tune with corporate vision

Marketers must align marketing strategy with their company’s corporate vision or risk losing out on future investment, according to new research.

The warning comes in the Measurement and Accountability in Marketing report produced by the Chartered Institute of Marketing (CIM) and consultants Deloitte, which found that only 37% of companies believe their marketing objectives are grounded in the broader aims of the business.

Deloitte director of marketing effectiveness Nick Turner says marketers are not providing measurements that allow their companies to assess the return on marketing investment effectively.

“We are perplexed how organisations that are holding out for marketing to drive their growth agenda are not consistently seeing marketing measures at board level.”

Marketers are instead measuring what is easy, not what is important, the report says, with only 7% setting clear key performance indicators (KPIs) for each marketing initiative.

Only 10% have consistent metrics in place to identify long-term trends, while 7% have clear policies for accountability in meeting marketing objectives.

Some marketers also select metrics with an eye on self-preservation as well as the business benefits, Turner adds.

“There is a propensity for some marketers to select KPIs that best put forward the case for a particular given activity, as opposed to being upfront in the way that those objectives are being set.”

The report recommends that marketers develop measurements with a focus on customer experience, as well as clear policies on accountability.

In doing so, it argues, the value of marketing can be demonstrated through aspects such as customer retention.

Deloitte and the CIM polled 172 senior executives at a mix of public and private organisations earlier this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here