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Between September and November 2015, Accenture surveyed 532 chief marketing o�cers to quantify marketing ine�ciencies and identify marketing attitudes and behaviors. We discovered some top tier marketers behave and operate di�erently to achieve greater rewards than their peers.

<20% Fewer than 20% of the individuals that marketers reach are the right customers for the product or service on o�er

Just-in-time marketers have:

Three characteristics of just-in-time marketers:

Building the Just-in-Time Marketing OrganizationResearch highlights the practices of e�ective marketing organizations

JUST-IN-TIME MARKETING SETS SOME ORGANIZATIONS APART

JUST-IN-TIME MARKETERS TEND TO GROW FASTER THAN THEIR PEERS

JUST-IN-TIME MARKETERS BEHAVE AND OPERATE DIFFERENTLY

% reporting greater than 26% 1-year growth

Just-in-time marketers

Everybody else

% reporting greater than 26% 3-year growth

Everybody else

Just-in-time marketers

More customerknowledge

Leverage centers of excellence for digital

and analytics skills

30%

10%

38%

12%

VAST AMOUNTS OF MARKETING SPEND IS BEING WASTED

Embed digital and analyticscapabilities throughout

the organization

Independently chooseor invest in IT solutions

Greater marketingagility

Better channelcapabilities

Everybodyelse

66%

26%

Just-in-timemarketers

Everybodyelse

65%

44%

Just-in-timemarketers

Everybodyelse

56%

14%

Just-in-timemarketers