2014 Marketing Outlook Study: Highlights & Horizons

Resource Overview

Our 2014 Marketing Outlook Study examines our highlights from 2013 as well as our analysts' predictions for what is to come in 2014.


There’s little doubt that 2013 was the Year of the Customer. Successful companies have always known that the “Customer is King.” What was different about 2013 was that companies, particularly their marketing and sales organizations, had better tools with which to understand their needs, wants and desires and better ways to serve these needs.

2013 was also the year in which the Modern Marketing Organization consolidated and deepened its role within large and mid-sized organizations as the owner and driver of revenue-producing initiatives and programs. More than ever before, Marketing has direct control over the sales/buying process and with it the customer journey. That change has given Marketing more opportunity to prove its value to the company, while at the same time increasing pressure to deliver results with measureable advances in performance and productivity.

This premier Demand Metric Outlook Study will examine Highlights of 2013: Our best research, great marketing moments and major influencers in our industry as shared by our Research Directors and Senior Analyst Network.

In the Horizons section of this study, we pull out our crystal balls and share our predictions for trends, new ideas and emerging vendors and products we see on the Horizon for 2014.

Table of Contents

  1. About the Research Analyst
  2. Introduction
  3. Key Takeaways from 2013
  4. 2013 Research Highlights
  5. Highlights - Benchmark Studies
  6. Highlights - Best Practices Reports
  7. Highlights - How-To Guides
  8. Horizons: Predictions for 2014
  9. Our Thought Leaders (A-M)
  10. Our Thought Leaders (N-Z)
  11. About Demand Metric


Key Contributors

  1. Jessica Ann, Senior Research Analyst
  2. Danny Brown, Research Director
  3. Christine Crandell, Research Director
  4. Nalini Indorf Kaplan, Research Director
  5. Robert Kirk, Research Director
  6. Diane Magers, Research Director
  7. Kristen Maida, Research Analyst
  8. Craig Nelson, Senior Analyst Network
  9. Clare Price, VP of Research
  10. David Raab, Research Director
  11. Jerry Rackley, Chief Analyst
  12. Phi Schmidt, Senior Research Analyst
  13. Han Verbaas, SVP - Europe & Africa