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.
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.
Data clean room vendor Habu has added a native integration with Google Cloud BigQuery, making it easier for companies share data without revealing sensitive information. Habu and BigQuery already have lots of other integrations, so this isn’t all that exciting. But it does illustrate the continued growth of clean rooms and of customer data-related options in BigQuery.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.