The survey polled 852 marketers online and in-person in North America and the U.K. in October and November about their priorities for spending and resource allocation in 2008.
Alterian said 96% of respondents reported plans to implement marketing processes within their company over the next 12 months. Not surprisingly, 63% said that increasing marketing effectiveness was the primary objective behind implementing such processes.
Sixty-nine percent of marketers use between three and six “siloed” marketing applications to help them complete day-to-day tasks, creating challenges in the integration of marketing processes. Twenty percent use seven or more separate marketing applications, the survey found.