Several pieces of research of late have demonstrated that marketers are having trouble proving their value – and are being increasingly pressured to validate their impact on their organizations. Putting aside the struggles with quantitatively measuring ROI – how are marketers planning to increase their impact and value in the next year? Survey results from the CMO Council’s State of Marketing report provide some insights.
Asked to choose their top 3 from 10 options, marketers responding from around the world converged on one clear response: improving customer segmentation and targeting. This was a top-3 response for 63% of respondents, almost double the proportion for the next-most cited step, and is in line with recent research showing the industry moving towards greater adoption of audience targeting. Read the rest at MarketingCharts.