Marketing goals need a lot more support from strategy, technologies and teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 2:12 AM UTC

Heinz Marketing conducted a research to observe where companies fall on the marketing maturity spectrum.

Marketing maturity model helps understand a company structure’s current maturity levels, its go-to market strategy and its martech stack tools. Over 56% of those polled reported a lack of confidence in their marketing goals being sufficiently supported by existing marketing strategy, technology and team structure.

20% of respondents have “limited to no martech”, another 22% report that their teams are siloed and there’s very little shared responsibility across functions.

Further, participants that reported defined tactics coupled with sales-driven and coordinated programs are only 23%. Additionally, 48% of optimised teams that have buyer-centric marketing ecosystems are expecting to achieve their marketing goals.  

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