The report, “Calibrate How You Operate,” was based on an online survey of more than 400 global marketers conducted from November through January.
It found that while more than 60% of marketers believe that marketing operational transformation is an essential area of focus, only 4.5% are very satisfied with their current level of marketing operational visibility, accountability and output.
In addition, 41% of marketers said siloed data and limited cross-functional feedback loops are major internal challenges to efficient marketing operations.
Also, 38% said they are struggling with low adoption and use of CRM systems, while 28% of marketers said they lack ownership of critical aspects of the marketing budget.
The survey also found that 26% of marketers continue to struggle for divisional control and independence.