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Survey: 40% of marketers not well-prepared to meet objectives

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New York—Forty percent of marketers said they are not well-prepared to meet their objectives, according to a new report from global consulting firm Accenture. The report, “Turbulence for the CMO,” was based on an online survey of 405 global senior marketing executives conducted in the fourth quarter. The top factors that impede marketing performance are inefficient business practices (19%) and lack of funding (17%), the survey found To help retain and grow their customer base, 48% of marketers said they will spend more on managing customer data; 40% will increase spending on Web analytics; and 39% will boost spending on marketing analytics. Also, half of the executives responding said they would begin an internal reorganization to become more digitally focused, and 52% said they would be hiring more people with the necessary digital skills.
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