“This question explores what marketers feel is their role in supporting their company’s compass. Brand strategy and being customer-centric were reported as the #1 and #2 priorities heading into 2016. Reporting/ Insight and Marketing Technology, land at #3 and #4 respectively.
Arguably in a data-driven marketing environment, reporting/ insight and contemporary omni-channel execution require having solid marketing technology capabilities, which may explain its emphasis. Further research reveals these competencies are weak, and need attention.
The remaining priorities are fairly equal and balanced. This finding supports other studies, such as the IDC CMO annual study, that there remain too many priorities and not enough focus.”
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