The report was based on an online survey of more than 500 senior marketers around the world, conducted during the first quarter. It found that the top marketing initiatives this year are: investing in digital marketing programs (46%), aligning sales and marketing organizations (40%), improving customer data integration and analytics (32%), and building marketing performance management systems (31%).
“This year, we will see a significant shift in how companies integrate, manage and run all of their digital marketing operations,” said Donovan Neale-May, executive director of the CMO Council.
“Because of the economy, it is imperative for companies to build proper backend infrastructure and platforms for managing and running all of their digital marketing operations. It is forcing marketers to better use data and to better integrate and align with sales and channel organizations.”
However, when asked to rate their online marketing performance capability, only 6% responded “excellent,” while 44% said they are either growing their capabilities or are struggling to quantify the value of their online marketing spend.