Departmental integration and communications is the #2 barrier for marketers to achieve their priorities.
By overlaying 3 different questions, it becomes evident the lion’s share of marketers do not see it as a top focus to improve, even though it is the #7 lowest ability to perform.
It is worth noting that marketers are currently confident with their culture/leadership (as well as C-level relationship management), as these were in their top 5 abilities to perform. So the challenge remains on peer level efforts across product, sales, finance, and merchandising.
Though marketing is a process that supports most other departments. From a customer’s point of view, operating in silos could cause an inferior consumer experience across marketing assets and omni-channel execution platforms (i.e., social, web, content, promotions, customer service, POS, call centers).
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