Study: Marketing integration presents growing challenge

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Palo Alto, Calif.—Marketing integration and collaboration across complex networks, and with partners and customers, is more important than ever but represents a major challenge for marketers, according to a new study by the Chief Marketing Officer Council and the Business Performance Management Forum.

The study, “Greater Innovation Through Closer Collaboration,” finds that business models are increasingly dependent on partner networks to shape customer experiences, drive innovation processes and deliver products and services to global markets. However, only 8% of respondents feel their companies are doing a good job in this area.

Also, just 6% of respondents have end-to-end data and process integration across their partner networks; 64% said they have either no ability or an unsatisfactory ability to extend and leverage their internal systems to selling and service partners; and just 26% said they are effective in sharing customer data and insights with partners to enable innovation.

The study was based on an online survey of more than 400 executives and managers across multiple industries, augmented by more than two-dozen follow-up “qualitative” interviews conducted by phone.

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