B2B marketers must make big strides when it comes to integrating data in order to understand their customers. According to September 2014 polling by LinkedIn and Salesforce Marketing Cloud, just 19% of US senior-level marketers from B2B companies said they had fully integrated customer data across their organizations—the same percentage as those who said they weren’t integrated at all. Meanwhile, 62% said they had somewhat integrated this data.
Shifting priorities and responsibilities will drive restructuring in the coming years. ITSMA found that more B2B marketers expected to shift to a hub-and-spoke organizational model, which the firm referred to as the “best of both worlds.” Fully 48% of respondents said they currently used a hub-and-spoke model, and 56% believed they would do so in two years. Meanwhile, the percentage of respondents who expected to use a decentralized model—which doesn’t help form a unified understanding of buyers and integrate data—dropped below 10%. Read the rest at eMarketer.