New Study From CMO Council Spotlights Benefits & Challenges Of CMO-Owned Technology Strategy

After surveying 150 senior marketing executives, a new study from The CMO Council found nearly 30 percent of the CMOs who manage and integrate technology into their overall marketing strategy are experiencing tangible business results.

Unfortunately, only three-percent of the survey respondents reported they were doing extremely well at integrating marketing technologies across functions.

CMOS who have successfully integrated their technologies are achieving measurable improvements in personalizing customer interactions and delivering better customer experiences across all digital channels. The CMO Council

In conjunction with Tealium, a unified marketing solutions provider, The CMO Council released its 38-page “Quantify How Well You Unitfy” study last week.

Based on its findings, The CMO Council reports 50 percent of CMOs with a formal marketing technology strategy achieve more targeted, efficient and relevant customer engagements, and 39 percent see an increased return and accountability with their marketing dollars.

The study found that marketing leaders who are able to take control of their organization’s marketing technology investments see results; but, many marketers struggle when it comes to creating and implementing formal marketing technology plans.

“While 67 percent of survey respondents believe new marketing technologies are essential or very important to overall marketing group performance and effectiveness, they are being held back by technology overload, too many data sources, and lack of strategic application and integration of disparate point solutions and data,” said the CMO Council’s executive director Donovan Neale-May.

The CMO Council said less than half – 44 percent – of the survey respondents reported having a formal marketing technology program in place, and only 16 percent claimed to have a marketing technology strategy that is aligned to their company’s business strategy.

The full report can be downloaded for a fee from The CMO Council’s website: Quantify How Well You Unify Report.