Tearing down the walls

Another recurring theme in the GfK/CMOC findings – particularly for North America – is the issue of data ownership and management. Marketers are increasingly called upon to work with CTOs, CIOs, and other top management to secure and maintain data access; but many companies still have not recognized or acted on this need for cooperation.

CMOs globally and in North America cite the lack of systems to connect data silos as the #1 barrier to achieving their full data potential. Almost two-thirds (64%) of chief marketers in our region reported this barrier, with talent and budget tied for #2.

Similarly, almost seven in 10 (69%) say that “data management” is the leading obstacle to data access in their organizations, followed closely by tools (66%); among global CMOs, however, tools are seen as the bigger sticking point.

We can also infer that issues of data governance and separation are conspiring to stifle the “real-time” access CMOs in the region covet. Clearly, there is a need for leadership and collaboration across teams to help companies meet the demands of an accelerated business environment. We know, as well, that data access is a key distinguisher between the best and the rest of North America’s CMOs; fully 80% of top-performing marketers report that their firm’s data is “highly” or “fairly” accessible – more than double the percentage (34%) for underachievers.

Some CMOs may fear they will be criticized for “overstepping” if they seize the reins on this issue – but the fact is that no one will pay a heavier price for not creating these data connections than the chief marketer. No C-suite denizen is more vulnerable to metrics-based critiques – and those same metrics could also demonstrate the reach and power of marketing’s efforts.