The culture and leadership style combination that cultivates a best-in-class marketing organisation

Laura Patterson, Rita Egeland and Kathleen Wong
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Laura Patterson: President, VisionEdge Marketing, USA
Rita Egeland: Adjunct Marketing Professor, University of Texas at Dallas, USA
Kathleen Wong: Graduate Student, University of Texas at Dallas, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 8, issue 1, 55-78

Abstract: The 2021-2022 Marketing Organisation Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into which high performing best-in-class (BIC) marketing organisations do better and differently from their peers to earn high marks from a randomly selected group of C-Suite executives. These executives assessed Marketing on its ability to measure and communicate its value, impact and contribution to the business. The 2021-2022 study focused on gaining insight into whether organisational culture and/or leadership style are factors that contribute to the emergence and success of BIC marketing organisations. The study addressed three C-Level questions: 1) Is there any relationship between organisational culture and/or leadership style and marketing organisations who excel at performance management? 2) If so, is there an optimum culture or leadership style combination? 3) What do marketing organisations, classified as Value Creators, do differently in terms of turning data into insights, performance measurement and reporting, and processes? Based on the findings, the report identifies what business and marketing leaders can do to cultivate a Value Creator marketing organisation.

Keywords: Marketing performance management; performance management; marketing effectiveness; marketing accountability; marketing measurement; marketing metrics; MPM; marketing analytics; organisational culture; leadership styles (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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