Online Marketing Growth's Effect On Marketing Responsibilities, April 2014 [CHART]
Some 53% of surveyed CMOs from around the world believe that digital marketing’s growth has changed their team’s responsibilities by ratcheting up the pressure to enable revenue growth, according to a report from Deloitte and Salesforce ExactTarget Marketing Cloud. Interestingly, though, as CMOs place a premium on ROI as a success metric, few feel ill-prepared for these new revenue responsibilities. Instead, a new foe proves most troubling: finding the right data and analytics talent.
Slightly more than half reported that digital marketing’s growth had resulted in a greater need for data/analytics personnel – and roughly one-third indicated that this need was the aspect of their responsibilities they feel least prepared for. (By comparison, just 4% feel least prepared for their added revenue responsibilities.) Read the rest at MarketingCharts.