The past 10 years have brought a transformation in our marketing profession like no previous decade.

Don Draper's office is now occupied by a marketing rock star who is much more left-brained, process-focused, and technology-centric.

Marketers have had to adapt or perish in this transition from brand to demand and art to science. They have learned a new language—the Demand Waterfall, SQLs, lead scoring. Not to mention new technologies—Salesforce, Eloqua, Twitter, Kapost.

But what is really required for marketers to survive and thrive in this tectonic shift? Insight!

Most marketing organizations are drowning in data and starving for information. In IBM's 2011 CMO Study, only 41% of CMOs said they are prepared to access the unprecedented growth in the volume of data. As a result, their decision-making remains heavily influenced by gut decisions, team meetings, and HIPPOs (highest paid person's opinions).

Pinpoint accuracy into pipeline coverage, campaign performance, and marketing ROI is significantly lacking.

The Missing Imperative: Marketing Analytics

Most CMOs recognize the gap. In IBM's study, customer analytics is ranked as the second-highest planned technology investment for the next 3-5 years. CMOs know that increasing their investment in analytics is a key to…

  1. Driving the competitiveness of their business in the marketplace
  2. Ensuring the ongoing relevance of their department within the organization

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ABOUT THE AUTHOR
image of Mark Emond

Mark Emond is president of Demand Spring, a B2B demand generation consultancy that takes a holistic, create-to-close approach with clients.

Twitter: @DemandSpring

LinkedIn: Mark Emond