Source: CMO Council / Business Performance Innovation (BPI) Network [download page]
Notes: Some 85% of survey respondents report that strategic partnerships and alliances are at least important to their business, although 43% say that less than 60% of their partnerships have been successful. Effective partnerships are most beneficial in acquiring new customers (68%) and increasing revenue (66%), per the report, and respondents most commonly seek them out to gain access to new ideas, insights and innovations (44%) and because of the complexity and pace of business (35%).
Related: Media and Marketing Execs’ Views on Product Development
About the Data: The results are based on a survey of more than 330 senior management executives in countries around the world.
