LOOKING AHEAD TO MARKETING SUCCESS: The Data-Driven Revolution It’s clear that marketers, while largely aligned on their purpose, Extent to Which Marketers Consider the Following to Be have immense opportunities for creating growth and data-driven Important for Their Success marketing practices for 2020 and beyond. Marketers are in agreement that data is the cornerstone of marketing Very Important Important Not Important success. Accurate, validated data, data accessibility, connected Accurate, validated data 64% 33% 3% marketing and sales data, and real-time insights are among the most Optimizing the marketing 59% 35% 6% important factors to marketing success. However, these are the same budget things that marketers are most challenged by (see pages 11 and 14). Data accessibility 52% 43% 5% Connecting marketing and 52% 44% 4% So how well are marketers doing when it comes to achieving success? sales data Real-time insights 44% 44% 11% Consistent measurement 39% 54% 7% and/or taxonomy Providing visibility to 38% 55% 7% leadership On average, only 34% of marketers say Centralizing data across all 35% 58% 7% they’re performing “very well” against a given channels/sources Technical skills/expertise 35% 60% 5% marketing goal and 57% are doing a “fair” job. Interactive views of all your 31% 59% 9% data across channels Analyzing the competition 29% 59% 12% Report automation 28% 62% 10% salesforce.com 19