According to recent research by the CMO Council and Chief Outsiders, the biggest lack of marketing leaders in their organizations is an understanding of the customer journey.
The report is based on data from a survey conducted in Q1 21 of 150 members of the CMO Council.
Around 44% of respondents say their organization has a gap / void / lack of marketing leaders in understanding the customer journey.
Other key shortcomings include understanding how to segment and personalize messages on a large scale (42% of respondents cite this as a problem in their organization) and the ability to act on insights about customer data (37%).
Senior marketers say the top areas they want to hire / upgrade functional executives in are going to market and operations (45% say so), and content generation and demand (38%).
Seasoned marketers say their top development priorities in 2021 will be expanding marketing automation and data analytics programs and resources (61% prioritize this) and adding strategic marketing depth and skills for all functions (58%).
About research: The report is based on data from a survey conducted in Q1 21 of 150 members of the CMO Council.