Marketers Gain Confidence In Their Sales Targets

Marketing managers are gaining confidence in their sales targets again, according to the latest Marketing Trends Survey published by the Chartered Institute of Marketing (CIM), following a major slump last year (see Newsline).

The CIM Confidence Index has risen from 87.7% in January (see Newsline) to 91%, with 55% of marketing managers now believing that their sales targets for 1999 are ‘realistic’, and a further 8% feeling that they can be exceeded. Only 33% now see their targets as ‘challenging’ or ‘unrealistic’, compared to a larger 55% in the previous survey.

Ray Perry, director of marketing at CIM commented: “Marketer’s confidence in meeting their targets is of particular significance as an indication of improving economic prospects considering the backdrop of low inflation. Marketers cannot rely on price increases to achieve sales growth, but must secure genuine increases in volume.”

CIM: 0171 608 3222