Calibrate How You Operate: Improving Marketing Yield,
Visibility and Process
Complimentary Executive Overview Study Conducted by the
CMO Council
Current marketing operational models are becoming increasingly
complex and more crucial to the strategic success of global
businesses, but are facing significant challenges from entrenched
corporate cultures, inter-departmental politics, and a lack of
adequate data and information systems. According to new research,
marketers fear they will be unable to implement the needed
marketing platforms and automated processes required to effectively
support strategic growth initiatives.
Calibrate How You Operate reveals that global
marketing executives are challenged by a lack of corporate mandate
for alignment and integration. Some 41 percent of the 400-plus
marketers audited point to siloed data and limited cross-functional
feedback loops as major internal challenges subverting the
marketing operational process.
The executive summary also includes an
expert commentary
section, where Alterian addresses how marketers can fix
the challenges raised by the report.
Downloads
Calibrate How
You Operate: Improving Marketing Yield, Visibility and
Process