Adam T. Sutton

CMOs Report Top Challenges

Tracking, integrating marketing channels and smaller budgets are among CMO’s top challenges, according to a recent survey of more than 100 consumer-targeting CMOs. Aprimo and the Argyle Executive Forum conducted the survey on April 29, 2010.

Here are some highlights from the report:

1. More tracking is needed

39% of the CMOs said correlating marketing activities to revenues is the “most broken” area of marketing. 27% reported that the growing requirement for ROI and accountability is driving the most change in their marketing strategies.

Two likely contributors to this situation:
o The recent economy’s pressure on marketers to justify their budgets
o The unprecedented tracking potential offered by digital marketing

2. Multichannel marketing is challenging

Also related to tracking, 37% of the CMOs said their biggest challenge is integrating and tracking multiple channels. 27% said lack of marketing channel integration was the “most broken” area in marketing.

Integrating marketing channels and tracking customer interaction on an individual level can provide tremendous insight — but it’s difficult to achieve. Many marketing systems were not designed to play nicely together.

3. Budget woes continue

28% of the CMOS said “doing more with less” is their biggest challenge today, showing that the rising economy has not yet lifted marketing teams’ budgets and staff numbers to their previous levels.

What do you think of these stats? Are you experiencing something similar? Are you on a totally different page? Let us know…

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Consumer Marketing, Research And Measurement