CMO Council report finds global marketers challenged with marketing operations

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Palo Alto, Calif.—Global marketers face significant challenges with their marketing operations, data and systems, according to a new report by the CMO Council.

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.

—Kate Maddox

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