A report conducted by 3Q Digital titled, “Modern Marketers: Overcoming Today’s Three Biggest Challenges to Growth” has discovered that two-thirds of senior marketers would not describe their department as integrated or efficient.
Furthermore, 60 percent of marketers who feel unfavorable toward their company’s organizational structure are twice as likely to be frustrated by their marketing strategy.
The report also honed in on the top challenges faced by today’s senior marketers. Along with organizational structure, the role of data was named a primary obstacle. Approximately 57 percent said it was not easy to tap into accessible data, and 46 percent were dissatisfied with the amount of information they can access at any given time.
“We wanted to get a clearer picture of our industry beyond our day-to-day interaction with clients, and it’s apparent that the struggle to leverage data, lack of active customer-centric strategy, and organizational roadblocks are standing in the way of growth for a vast number of modern marketers,” said Scott Rayden, CMO of 3Q Digital.
B2B Marketers to Prove their Value
As marketers face an uphill battle in terms of strategy and implementation, they are also struggling to prove their overall value. A survey published by the Association of National Advertisers revealed that the majority of B2B marketers believe they are viewed as an extension of their sales team.
Only 42 percent of B2B marketers said they have a seat at their organization’s top management table. Additionally, a mere 37 percent stated that they have strong endorsement from senior management.