Survey Reveals Two New Factors Related to Cultivating Best-in-Class Marketing Organizations

By: VisionEdge Marketing
AUSTIN, Texas - Jan. 19, 2022 - PRLog -- VisionEdge Marketing announces the results of the 2022 MPM Study. The initial benchmark study was fielded in 2001 and monitors the performance of Best-in-Class Marketers (BIC), known as Value Creators. This year's study was done with The University of Texas at Dallas Jindal School of Management.

"This respected industry project has exposed students to data analysis in a way no case study can match. It demonstrates our dedication to education and research" said Rita Egeland, adjunct professor at The Jindal School. "Students gained hands-on experience in survey design, survey deployment, data collection and analysis. Most importantly, they learned to identify and validate the most meaningful findings."

Of this year's respondents, 61% were C-Suite professionals and 54% were from B2B companies. Two persistent questions from C-Suite executives following every study has been, "What factors bring about the emergence and success of Value Creators" and "What can we do in our organization to create this type of Marketing function?" The focus of this year's study was to shed some light on these questions.

"Indeed, there is a success factor. The 2021 survey results revealed it is not organizational culture or leadership style alone that cultivate and facilitate the success of Value Creators. What we learned is that there is a specific combination of culture and leadership style that is optimal for fostering BIC Marketing organizations," said Laura Patterson, president, VisionEdge Marketing.

After extensive research, the study incorporated Mark Murphy's four leadership styles and the eight organization cultures based on the work by Boris Groysberg, In analyzing all possible combinations of the organizational cultures and leadership styles, we learned Value Creators were significantly more present in Results-oriented cultures combined with the Steward leadership style.  The survey suggests that while additional Value Creators may surface in other cultures and other leadership style combinations, they are much more likely to emerge and thrive in a culture focused on business goals, success, winning and top performance (Results) with a leadership team that values efficient processes, cooperation, and order (Steward). They are less likely to emerge in organizations that prioritize only employee relationships (Idealist + Caring) or only results/goals (Pragmatist + Results).

The results of the 2021-22 Marketing Organization Value and Performance Management Study "How Culture and Leadership Cultivate Best-in-Class Marketing Organizations (," can be downloaded here.

About VisionEdge Marketing

We collaborate with firms to accelerate customer-centric growth by mobilizing analytics, leveraging proven frameworks and processes, and integrating lessons learned from best practices. Our customers tap this expertise to foster more confident decisions, organizational alignment, operational excellence and to build critical skills. As a partner with hundreds of firms since 1999, we work in creating and driving strategies that produce results.

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