Perpetually changing technology is having a significant impact on CMOs' ability to do their jobs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 22, 2020, 4:27 PM UTC

Domo and Censuswide surveyed nearly 700 senior marketers to gauge challenges facing CMOs.

37% of respondents from companies with more than 1,000 employees said long-term planning is harder due to the increasing numbers of channels and data. The number was substantially higher at 48% for companies with less than 1000 employees.

Another major pain point revolves around the ownership and management of data. While 34% of senior marketers consider data management and insights to be their domain, 30% expect the CTO/IT department to help with data management. A further 20% think it falls under the CEO’s ambit.

Most marketers (23%) identified the C-suite’s emphasis on short-term metrics over long term results as the top barrier to communication. Marketing leaders also preferred customer experience data (36%) over ROI.

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