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Peer Groups ranked No. 1 resource for business insights in Omniture survey of chief marketing officers.
By Kyle Henderson, Marketing & Communications Director
Part of our responsibility at the UWEBC is to "scout" on behalf of our members. We ride ahead and survey the landscape, gathering signs and signals from a number of sources about trends, opportunities, technologies, insights and the like.
| Marketing execs likely or very likely to use ... |
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Peer Groups: 79%
Web sites: 54%
Seminars: 52%
Analysts: 45%
Digital agencies: 44%
Vendors: 44%
Consulting firms: 30%
Ad agencies: 24%
Exec ed: 9%
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We recently encountered a survey of marketing executives (VPs and CMOs) conducted by Omniture for The CMO Club. (Click to Omniture's CMO.com site to request a PDF of the survey results.) We found the results of this survey to be remarkably confirming of our central belief that collaborative learning among experienced, knowledgeable peers is the best way to learn valuable, actionable insights.
While the survey featured many interesting questions and results, one especially caught our eye: When asked what resource they planned to use for digital-marketing insights, these marketing executives preferred Peer Groups by a wide margin. 79% of respondents said they were either likely or very likely to use Peer Groups for industry insights compared with 54% for Web sites, 53% for seminars and diminishing numbers for other resources.
Peer Groups bring together the most credible and relevant resource: other professionals engaging similar tasks, encountering similar challenges, enjoying applicable successes and experiencing cautionary failures. It's no wonder smart business leaders use Peer Groups to refresh their insights and discover truly actionable ideas.
At the UWEBC, we offer Peer Groups in a wide variety of business focus areas: marketing, information security and infrastructure, customer service, sales operations, supply chain management and RFID. They are available to all member companies. We invite you to refresh your own insights and ideas at an upcoming Peer Group meeting. The calendar at left lists the February and March meetings, with links to details.
Find out what the marketing executives in the survey already know: Peer Groups are a great way to stay smart in business.
Kyle Henderson is the UWEBC's Marketing & Communications Director. He lectures frequently on e-communications topics and does communications-software training at UW-Whitewater, Madison Area Technical College and the UW-Madison Small Business Development Center. You can reach Kyle at khenderson2@wisc.edu or 608-890-2449. |
