Just 1 in 8 (13% of) marketers at B2B organizations would rate their company’s current ability to measure and analyze marketing performance as excellent, and some 40% think that it needs improvement.
So finds a study from Demand Gen Report, outlining the challenges and priorities associated with measuring marketing’s impact.
The most commonly cited challenge is an inability to connect and analyze data across applications and platforms, experienced by nearly half (47%) of respondents.
Close behind is a lack of resources (42%), followed by the inability to measure and track activity between specific buyer stages (37%).
For a similar proportion (36%) of respondents, the struggle is not simply an inability to connect data, but that their data is a mess.
This issue is not new, as a Demand Gen Report survey from 2018 found the issue of data quality within marketing to be almost as serious then.
This year, a similar proportion (35%) report being challenged by an inability to measure impact across campaigns and channels, while 3 in 10 (29%) struggle with a lack of reporting.
For some respondents, not being sure what to measure or lacking clear KPIs is a big challenge (19%), and 5% simply don’t know where to begin. Read the rest at Marketing Charts.