86% of Marketers Believe Lack of Resources and Capabilities Impairs Their Team

Although marketers have made it a point to begin launching more complex campaigns, new research indicates that they are struggling in this area for a wide array of reasons.

The CMO Council recently published its “Scaling the Value of the CMO” report, and statistics found that the majority of marketers (86%) believe that a lack of resources and capabilities impairs the overall performance of their team. In terms of deficiencies, 44% named customer journey, acquisition and conversion. Approximately 42% cited segmentation and personalized messaging, while 37% said that acting on customer data insight is difficult.

Despite these challenges, the majority of marketers (37%) still consider themselves to be perceived as collaborative and responsive. About 21% believe that they are seen as highly effective and strategic.

Challenges Exclusive to B2B Marketing

B2B marketers, in particular, are also struggling to prove themselves and generate a return-on-investment, according to previous research.

Fortella conducted its “State of B2B Marketing 2021” report, and statistics found that B2B marketers are still facing numerous obstacles in terms of achieving their revenue goals and marketing objectives. Budget and resources (64%) are still at the top of the list in terms of obstacles for most B2B marketers as they look to establish a return-on-investment.

This is followed by tracking/measurement (46%), data quality (42%) and talent/team (36%). Sales and marketing alignment (33%) also made the list, which is where marketers have attempted to make improvements in the past.

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

Stephanie Weagle — Stephanie Weagle, VP of Marketing, Corero Network Security

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