Waltham, Mass.—While most senior marketers say they have “good visibility” into all of their marketing, only 29% say they can easily access and use marketing program performance data to shape future strategy and investment, according to a study by AMR Research.
AMR surveyed 120 marketing executives from a variety of industries including financial services, manufacturing and IT services.
Sixty-one percent said they lack confidence that marketing resources and dollars are used efficiently. Only 33% said they can confidently account for the value driven by marketing in their company.
Among the major obstacles to achieving marketing goals, according to the survey, is “not having enough time to focus on strategy."