Marketing Statistics: Top Management + Strategy Insights for 2019

The Marketing Management + Strategy Statistics You Need to Know in 2019

3,000+ Marketers Share the Strongest Predictors for Success With Goals, Strategy, Process, and More

Ever wonder which marketing statistics show what separates the best-managed and most successful teams from the rest? We have. So we surveyed 3,599 marketers from more than 100 countries to find out.

The data below spans benchmarks for getting organized, proactive planning, documenting strategy, and more. Plus, learn which tactics and content types are performing best for B2B and B2C marketing teams.

Demographics

Who Took the Survey?

These statistics were gathered by distributing a survey to CoSchedule’s email list and social media followers. A total of 3,217 marketers (in addition to 382 bloggers) completed the survey. For your own comparison purposes, here’s a more detailed look at who responded:

Where Do Surveyed Marketers Live?

Map of Survey Respondents
  • United States
    47%
  • United Kingdom
    9%
  • Canada
    6%
  • Australia
    5%
  • India
    4%

How Do Surveyed Marketers Describe Their Teams?

Solopreneur
Solopreneur
SMB Marketing Team
SMB Marketing Team
Agency Team
Agency Team
Enterprise Marketing Team
Enterprise Marketing Team

How Large Are Their Teams?

Team Size Demographics

Are They B2B, B2C, or Both?

Business Type Demographics
Top Insights

Top 5 Marketing Insights For 2019

This year, many of the same findings still held true (keeping in mind that the verbiage for each survey question was slightly different this year and the survey population was higher).

Here are those findings:
(based on marketers working on teams; solopreneuers and bloggers have been filtered out of these specific insights):

  1. Top marketers are organized. The most organized marketers are 397% more likely to report success (R = 0.30, n = 2,055, p-value 0.0001).

  2. Top marketers set goals. Goal-setting marketers are 376% more likely to report success (R = 0.27, n = 2,055, p-value 0.0001). 70% of the most organized marketers achieve their goals Most of the Time, while an elite 10% of organized marketers Always achieve them.

  3. Top marketers document their strategy. Marketers with a documented strategy are 313% more likely to report success (R = 0.27, n = 2,055, p-value 0.0001).

  4. Top marketers proactively plan projects and campaigns. Marketers who proactively plan projects are 356% more likely to report success (R = 0.34, n = 2,055, p-value 0.0001).

  5. Top marketers use agile project management processes. Marketers using agile project management were 252% more likely to report success (R = 0.22, n = 2,055, p-value 0.0001).

Benchmarks

Marketing Management + Strategy Statistical Benchmarks

How does your marketing team compare to your peers when it comes to management and strategy? Here are the raw stats pulled from our survey respondents to help you see what other marketers and teams are doing to stay organized and achieve success. These graphs include statistics on strategy, tactics, software selection, and more. Plus, this section includes information around the verticals and industries respondents work within.

Which Industry Most Accurately Describes Your Company or Organization?

Count
Percent
Marketing (Agency/Consulting)
23%
751 23%
IT, Software, and Technology
17%
537 17%
Media and Entertainment
10%
335 10%
Business Consulting
10%
322 10%
Healthcare
8%
244 8%
Travel, Tourism, and Hospitality
7%
218 7%
Higher Education
6%
180 6%
Manufacturing
5%
176 5%
Financial Services
4%
138 4%
Real Estate
3%
87 3%
Food Services
2%
78 2%
Government
2%
68 2%
Agriculture
1%
36 1%
Pharmaceuticals
1%
24 1%
Automotive
1%
23 1%

Is Your Marketing Successful?

Count
Percent
Very Successful
12%
389 12%
Somewhat Successful
54%
1727 54%
Neutral
24%
781 24%
Somewhat Unsuccessful
7%
231 7%
Very Unsuccessful
3%
89 3%

Do You Set Marketing Goals?

Count
Percent
Yes
74%
2385 74%
No
26%
832 26%

If You Answered Yes to Setting Marketing Goals, Are You Successful in Achieving Them?

Count
Percent
Always
3%
70 3%
Most of the time
48%
1228 48%
Sometimes
41%
1055 41%
Rarely
6%
142 6%
Never
3%
64 3%

Do you have a documented strategy that drives all your marketing efforts?

Count
Percent
Portions of our strategy are documented.
45%
1455 45%
Not at this time, but we plan to document our strategy in 2019.
24%
764 24%
Our entire marketing strategy is documented.
16%
499 16%
We have no documented marketing strategy.
16%
499 16%

Do you assign deadlines to your projects/campaigns?

Count
Percent
Always
30%
981 30%
Most of the time
38%
1234 38%
Sometimes
20%
655 20%
Rarely
7%
229 7%
Never
4%
118 4%

Is your marketing team proactively organized (planning tasks, campaigns, and projects ahead of time with clear processes built around organizational tools)?

Count
Percent
Very organized
14%
446 14%
Somewhat organized
51%
1647 51%
Unsure
10%
330 10%
Somewhat disorganized
18%
584 18%
Very disorganized
7%
210 7%

Do you quantitatively measure each member of your team’s productivity?

Count
Percent
No
72%
2302 72%
Yes
28%
915 28%

Do you use marketing project management software?

Count
Percent
No
65%
2091 65%
Yes
35%
1126 35%

Does your team include a dedicated marketing project manager?

Count
Percent
No
69%
2221 69%
Yes
31%
996 31%

Do you proactively plan marketing campaigns and projects ahead of time?

Count
Percent
Always
16%
524 16%
Usually
41%
1331 41%
Sometimes
29%
937 29%
Rarely
10%
306 10%
Never
4%
119 4%

Does your marketing team possess strong organizational skills?

Count
Percent
Strongly agree
19%
614 19%
Somewhat agree
55%
1781 55%
Unsure
14%
436 14%
Somewhat disagree
10%
315 10%
Strongly disagree
2%
71 2%

What is the top-performing type of content your company publishes or creates?

Count
Percent
Social Media Ads (Facebook, LinkedIn, Instagram, etc.)
19%
605 19%
Email Marketing
17%
545 17%
Blog Posts
16%
506 16%
Organic Social Media Posts
11%
339 11%
Website Content
10%
325 10%
Other
6%
181 6%
Videos
5%
149 5%
PPC Ads
3%
104 3%
Landing Pages
3%
93 3%
Case Studies
3%
84 3%
White Papers
2%
52 2%
Original Research
2%
51 2%
Print Ads
1%
47 1%
eBooks
1%
43 1%
Podcast Episodes
1%
27 1%
Microsites
1%
22 1%
Television Ads
1%
19 1%
Billboards
1%
16 1%
Radio Ads
0%
9 0%
Podcast Ads
0%
0 0%

Do you implement agile marketing processes?

Count
Percent
Always
8%
264 8%
Sometimes
29%
944 29%
Unsure
37%
1193 37%
Rarely
9%
301 9%
Never
16%
515 16%

Which types of tools does your marketing team use?

Count
Percent
Email Service Provider (ex: Mailchimp, Campaign Monitor, Constant Contact, ActiveCampaign, etc.)
77%
2489 77%
Analytics Platforms (ex: Google Analytics, Kissmetrics, Mixpanel, etc.)
70%
2251 70%
Graphic Creation Tools (ex: Canva, Piktochart, Infogram, Venngage, etc.)
57%
1845 57%
Social Media Platform (ex: Hootsuite, Sprout Social, Falcon.io, etc.)
52%
1656 52%
Social Media Scheduling Tool (ex: Buffer, MeetEdgar, etc.)
45%
1458 45%
CRM
39%
1245 39%
SEO Software/Platform
35%
1133 35%
Task Management Software (ex: Any.do, Todoist, Wunderlist, etc.)
31%
991 31%
Project Management Software
29%
917 29%
Marketing Automation Platform
22%
698 22%
Landing Page Software (ex: Unbounce, LeadPages, Instapage, etc.)
21%
669 21%
Marketing Management Platform
15%
490 15%
Digital Asset Management Platform
8%
268 8%

Is it easy for your team to find required resources and assets to complete projects on time?

Count
Percent
Strongly Agree
15%
482 15%
Somewhat Agree
49%
1582 49%
Unsure
17%
557 17%
Somewhat Disagree
15%
468 15%
Strongly Disagree
4%
128 4%
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