Digital marketing is “game-changing,” says Accenture in a new report looking at how CMOs around the world are working to create a seamless customer experience. But while it’s critical to implement a digital orientation, defined as “working across the organization to infuse a digital focus in all business processes and functions,” that’s easier said than done. In fact, among 5 key marketing capabilities, the gap between performance and importance is greatest for digital orientation, with CMOs most often saying that inefficient business practices are to blame.
That is, asked to name their top 2 performance barrier to digital orientation, 22% cited inefficient practices, with lack of integration with other business functions (19%) and lack of critical technology/tools (18%) also proving to be major obstacles. Given that implementing a company-wide focus on digital marketing requires somewhat of an organizational makeover, it’s not surprising that business practices and integration issues remain. Read the rest at MarketingCharts.