Denver, Colorado (PRWEB) February 23, 2015
Marketing and communications leaders based in the Rocky Mountain region believe Colorado can drive better business performance with more focus on four essential areas: Results, Engagement, Authenticity and Leadership, according to the findings of the Westmeath Rocky Mountain Performance Barometer.
The survey, released today, was sponsored by the Colorado chapters of the Business Marketing Association (BMA), the International Association of Business Communicators (IABC) and the Public Relations Society of America (PRSA).
The poll of 223 Colorado-based marketing and communications professionals from a variety of industries revealed the need for additional strategic thinkers to bridge the gap across ideas, people and data.
“Colorado has the fastest-growing economy in the country and our profession is experiencing unprecedented change,” said Anne M. McCarthy, founder of Westmeath Global Communications. “We believe the business growth in this region and the evolution of the profession is the perfect combination for marketing and communications professionals to challenge the status quo and set new standards of excellence.”
The Performance Barometer results are consistent with industry trends nationwide as more data, more devices and more channels challenge legacy practices and demand new practices.
- 42 percent say the explosion of data is the top challenge for 2015 and that data analysis is the number one professional growth area. 61 percent strongly agree that measurement of ROI/impact is essential to improving stature in C-suite.
- 89 percent strongly agree that building and retaining trust with stakeholders is a pivotal task for the profession (consistent with the findings from the 2015 Edelman Trust Barometer, which indicates an alarming and rapid evaporation of trust across all institutions).
- 47 percent say stakeholder engagement is a hot topic, and admit it’s challenging to create enduring relationships in the digital age.
- 70 percent agree that strategic thinkers are the ‘missing link’ in this region, creating a significant gap between business strategy and execution.
Conducted in December 2014, the survey will be used for discussions over the coming year with marketing and communications professionals (in online forums and roundtables sessions), around the four pillars of Research, Authenticity, Engagement and Leadership to address the findings and collectively, discuss creative solutions to work together improving targeted areas. Westmeath Global Communications, BMA, IABC and PRSA will host these discussions.
In addition to the four key findings, several myths were addressed, too.
Myth: The Rocky Mountain region simply doesn’t have the talent found on either coast.
Finding: 62 percent agree we have the communications and marketing talent; we just don’t have the project dollars to leverage the talent we have.
Myth: Top talent can’t be recruited to the Rocky Mountain region and it curtails success.
Finding: Only 33% thought the best of the best are unwilling to relocate to the Rocky Mountain region.
Myth: If good talent comes to the region, poor compensation forces them to leave.
Finding: Less than half (46 percent) agree that compensation forces communications and marketing professionals to depart the region.
Myth: Print will become an obsolete channel in five years.
Finding: Fewer than 25 percent of the respondents agreed that print will be extinct by 2020.
The Rocky Mountain Performance Barometer is an annual survey designed to get a pulse on the business challenges, trends and developments affecting the emerging marketing and communications community based in the Rocky Mountain region. Westmeath underwrote the Barometer and Superior, Colo.- based Sikora Research, LLC. designed and analyzed the survey instrument. Westmeath Global Communications is a Denver-based consulting firm specializing in business communications.