The report was based on data from a survey conducted in 4Q18 among more than 100 senior marketers (CMOs, SVPs of Marketing, etc.).
Some 40% of respondents say improving go-to-market processes and digital marketing capabilities are top agenda items this year.
Senior marketers say the biggest issues holding them back from deploying marketing technologies effectively are a lack of skills within their organization (43% cite it as an issue) and a lack of unified data (40%).
Respondents say they plan to overcome their firm's digital deficiencies by encouraging more peer engagement and knowledge transfer (74% cite that as a tactic they plan to use).
Check out the infographic for more findings from the research:
About the research: The report was based on data from a survey conducted in 4Q18 among more than 100 senior marketers (CMOs, SVPs of Marketing, etc.).