Speed of Data Availability for the Following Activities Tasks Marketers Can Generally Do On Their Own vs. Need Assistance In real time/live Delayed Generally need technical assistance Generally can do it on my own Data not available Getting performance analytics Segment an audience Executing a campaign Execute a campaign Segmenting an audience Get performance analytics 59% 40% 57% 41% 52% 44% 37% 59% 38% 59% 42% 56% 4% 4% 4% S A L E S F O R C E 16 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N 01 Data Goes Real-Time, but Access Can Be a Barrier Marketers are under pressure to make sense of and apply the information they collect about prospects and customers — and fast. Timeliness has become a major emphasis. How long does it take for a platform to update its data, and how quickly can marketers act on it? About two in five marketers still don’t have real-time data at their disposal for crucial tasks, relying instead on potentially outdated insights — or even intuition. Even teams with live data are slowed down by their ability to activate it. Case in point: while over half of marketers say data is available in real time to execute a campaign, 59% need the IT department’s help to do so. This could hint at a lack of tools needed to quickly unearth real-time data, or a shortage of expertise and training necessary to use said tools. Most Marketers Still Need Help Acting on Data