Marketing business goal statistics

The top 100 most mature marketers on the maturity curve are 4X as likely to exceed business goals, increase market share, and increase revenue as the 100 least mature marketers.

Bain & Company and Google, Measurement Maturity Survey, N=622 marketing executives from companies in the U.S., Canada, and the U.K. with over $50M in revenues; companies scored on sophistication of measurement, activation of that measurement, and ways of working, Dec. 2018–Jan. 2019.