50% of Marketers Report Poor Alignment with Corporate Goals: Squiz Survey

Squiz, a “global digital transformation organization”, asked 600+ senior marketers at large enterprises about marketing technology. Most striking finding was that 50% reported strong alignment between C-suite goals and marketing goals.  That seems reasonable (nearly all the rest said they were “somewhat” aligned) until you think about it – shouldn’t those goals always be aligned? Perhaps the misalignment explains why 61% cited budget as their biggest obstacle to achieving marketing goals, even though 81% felt the business understands the marketing’s goals for martech investments. You could read that to mean the other groups understand marketing’s goals and don’t find them compelling. Good news is that 64% of marketers plan extensive martech investments anyway.