Marketing Benchmarking Survey

Measure your marketing success against AIIA's Marketing Benchmarking Survey

AIIA’s Marketing & Sales Health Check Benchmarking Study enables AIIA member companies to assess and prioritize marketing strategies and tactics based on the study’s unique weightings scale. The results also enable marketing and sales professionals to compare their marketing activities against like-minded peers in the marketing and sales profession.

The study delivers real tangible benefits in the form of 13 advisory reports, providing straight-forward strategic and tactical advice - based on industry research and real-market experience.

The launch of the study took place on September 24 where over 100 marketing professionals gathered at the AIIA’s annual Marketing Forum. Participation in the study will close on October 31; all participants will receive:

  • Personal results
  • National results for benchmarking purposes
  • Access to purchase 13 Marketing Advisory reports
  • If you don’t participate in the study the request for study results can be made at any time by AIIA members.

A New Product for Marketing Members

The study was born from the fact that the AIIA noticed a distinct lack of local (Australian) research to enable Australian marketing professionals to perform their job better from strategic right through to tactics. Together with a third party marketing consultancy, the AIIA has developed a core research product for marketing professionals, with tangible value.

This study is the first of a series of marketing products to be developed by the AIIA. The study itself has been carefully crafted and tested on real marketers for the past 12 months. The essence of the study is to aid marketing professionals in an ever increasing challenging environment.

Brief Overview of Study Process

  • Identify the key marketing elements needed to maximise success
  • Prioritise them according to their importance within an overall marketing strategy
  • Create a series of carefully crafted questions to understand current performance in each element
  • Measure the marketing departments performances in each of these elements based on our unique weightings scale
  • Give strategic and tactical advice on how to improve performance in each element

Why? For the Health of the Marketing Professional – the Pressure is On


Recent changing trends in the marketing profession have put new demands on the marketing function as a whole. Marketing are more accountable for company revenue and meeting corporate goals

  • The need to raise marketing’s profile and demonstrate ROI to the management team is now a top priority to protect marketing budgets
  • To succeed marketing must break down invisible walls between sales and marketing through better alignment
  • Go beyond traditional marketing remit and take ownership go-to-market strategies and product development to ensure company growth

With increasing pressures to protect marketing budget and raise the functions profile, where do marketing professionals find the time to stop, reassess and prioritize their current strategy?

This study is a marketing enabler, and shortens the time needed for strategic and tactical focus. It’s quick and easy to complete, with results sent to you shortly afterwards in a easy to understand graphical format.


“The main ‘take-home’ of this study is for respondents to fix and enhance some elements of their marketing strategy quickly – we noticed that some survey’s do not offer any hands-on advice, just highlight the issues” says Kelly Hutchison, AIIA General Manager, Membership and Marketing

Who can Participate?

It’s possible for non-AIIA members to participate in the study, however in order to receive the results and access to purchase the 13 advisory reports you must be an AIIA member organisation.

Survey participants come from a wide cross-section of organisations within Australia in terms of size, number of employees, sub-industry and revenue.

Study Benefits

  • Clarify and Visibility to key marketing elements
  • Shorten time for strategic and tactical focus (rarity for busy marketing professionals)
  • Tested on real marketing professionals – so a relevant and finely tuned study with real credibility
  • Quick to complete for a wealth of information
  • Both personal and national average results available to benchmark performance

Study FAQ’s

Is it a study to be completed from an individual or a departmental perspective?
The study is from an individual perspective, the study has been used to unearth the perception of marketing from other departments, if you wish to use the tool in this way, please contact Luli Adeyemo (details below)


Are my results shared?

Your results will be sent directly to you and only you. However, for the national study your results will be included, but your personal details will remain confidential.


What if I’m not involved in a particular area of marketing?

Each marketing element has a series of questions, so if you are not involved in a particular element for example: branding, then either indicate unknown or not applicable.


Is this study specific to a type of business
No, the study is based on the profession of marketing, and is not specific to an industry.


Additional Information

For more information on the Marketing Benchmarking Survey

Luli Adeyemo
Director
Best Case Scenario
Tel: +61 (0)2 9319 1035
Mobile: +61 (0) 415 209334
luli@bestcasescenario.com.au
www.bestcasescenario.com.au

About Best Case Scenario
Best Case Scenario offer strategic and tactical marketing and sales consultancy to organisations across Asia. Our practical insight into the day to day challenges faced by marketing professionals has been used as input into the AIIA Marketing Benchmark study. We welcome enquiries and comments regarding the study at any time.


For more information on the AIIA please email the Marketing team.

AIIA Marketing Manager Lisa Robey

AIIA's General Manage, Membership and Marketing Kelly Hutchinson