Fewer than one-third of projects used marketing analytics prior to a decision, down from 37% five years ago.
Innovation best practices can help businesses run more efficiently, but sometimes identifying and integrating them internally is challenging.
Only 3 in 10 B2B professionals surveyed have a formalized referral program in place.
Customer-centricity (58%) ranks as the most important organizational characteristic in establishing a truly digital-native culture.
Client-side marketers are taking a bigger role in shaping business strategy and influencing product innovation and new business models, reports the Association of National Advertisers.
Most marketers and salespeople feel that their teams are somewhat aligned.
The desktop remained the most-used device for work.
More B2B marketers expected to shift to a hub-and-spoke organizational model, which the firm referred to as the best of both worlds.