Methodology The 2022 Digital Trends Report is based on an online
Marketing Organisation Performance Index
survey fielded to select Econsultancy and Adobe lists. The survey was launched on November 11th, 2021
In addition, we developed a Marketing Organisation
and closed on January 6th, 2022 with 6,584 qualified
Performance Index (MOPI) based on practitioners’
respondents. In addition, 2,871 third-party panel
respondents’ answers to one of the survey questions.
participants were added to meet quota requirements
This question asks respondents to rate their marketing
in some sectors and regions, for a total of 9,455
organisations on a 10-point scale along five
responses. Third-party panelists were given an
distinct measures:
incentive for their time. • Agility in responding to opportunities and • 65% of all respondents (6,724) are client-side
disruptions that may arise
marketers. The remaining sample of 2,731
• Innovation
respondents is made up of executives at agencies,
• Collaboration from the technology/IT group
consultancies, and marketing technology/
• Talent development and education
services vendors.
• Ensuring diverse and inclusive teams
• 28% of respondents are senior director level of above, followed by 72% of practitioners (comprised
We selected these five measures because, as you
of junior executives, managers and director-level
will see in the report, they are each related to building
respondents). Throughout the report, we compare
successful organisations that can survive and
both groups.
thrive in the complex and fast changing business
• As defined by target market, the sample is split
environment. Our thinking in developing this index was
between B2B (33%), B2C (26%) and those addressing
that a composite measure that incorporated all five
both markets equally (41%).
measures would provide an additional level of insight
• Organisational revenues run the gamut from
above and beyond the individual measures.
SMBs (44% have revenues under $65M) to larger organisations (32% have revenues between $65M
Since respondents rated their marketing organisations
and $1 billion) and the world’s largest enterprises
on a 10-point scale on each of five measures, the
(22% have revenues over $1.3 billion).
highest possible score was 50. We then assigned each
• The sample is global, North America providing the largest share of respondents (43%) followed by
respondent to one of three categories based on their index score:
Europe (39%) and the Asia-Pacific region at 15%. The survey was translated into French, German and Chinese. • Every business sector is represented, with concentrations in Technology (15%), Manufacturing (12%) and Financial Services (9%).
• Leaders, comprising 33% of the respondents are those whose scores ranged from 37 to 50. They rated their marketing organisation highly across most, if not all, five measures. • Mainstream, comprising 60% of the respondents are those whose scores ranged from 16 to 36. • Laggards, comprising 7% of the respondents are those whose scores ranged from 1 to 15. They rated their marketing organisations as very low on most, if not all, five measures.
2022 Digital Trends
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