Fragmented Tech Is Biggest Obstacle to Sales-Marketing Alignment: CMO Council Study

Here’s still more on customer data: CMO Council finds that it’s co-owned by sales and marketing at 36% of companies, while it’s in separate silos at 25%, owned by a separate function in 18%, owned primarily by marketing at 13% and by sales at 8%.  Just 39% are investing in a data warehouse or CDP, although fragmented technology is the biggest obstacle to better sales-marketing alignment.

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Star Performers Have More Unified, Trusted Data: Demand Metric and AlignBI Survey

April 24, 2023

Having data isn’t all bad, of course.  Demand Metric and AlignBI report that 68% of star performers have a complete or near-complete view of their customers, compared with just 18% of under performers.  Trust is an even bigger differentiator: 71% of star performance trust their data compared with just 15% of under performers.  Much more here on metrics, technology, staffing, and other details.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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