Research Briefing

Marketing Insights Study

Marketing is making its mark.

With digital capabilities at the forefront and the ability to gain better customer insights through data analytics, supplying sales with a targeted approach and customized messaging has never been more achievable. However, the integration of sales and marketing to provide a consistent go-to-market strategy before, during and after the sale along with determining the right investments are still critical challenges for organizations.

Alexander Group recently interviewed 150+ marketing executives across industries to share data, insights and viewpoints on current marketing challenges and priorities. Focus areas included:

  • Marketing resources and allocation
  • Data-driven account segmentation and prioritization
  • Marketing mix, channels and spend
  • Data and technology road map and investments
  • Marketing and sales integration
  • Campaign key performance indicators

The results―few organizations have advanced marketing maturity. Most struggle to advance maturity in segmentation, channels, data, tools and organizational ecosystems.

Find out where your organization sits along the marketing maturity model.

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