Marketing Has a Data Problem, and Here's What Can Fix It

Marketing organizations know they have a data and analytics problem, but many don't know how to address it. Augmenting staff expertise, improving data sourcing and access, and having a data strategy that drives revenue can help. Hiring new people is not possible for many due to budget constraints, so developing employees' data skills is a better way.

Having a single source of truth for marketing data is important. The CRM system is the ideal repository and performance measurement tools can help automate data flow and generate reports. Aligning with other teams and having the right metrics in line with the business strategy is key to optimizing the data strategy.

Data management is the key to success for marketing teams. Developing data and analytics skills, providing intuitive performance measurement tools, and creating a data strategy that aligns with company objectives can help get data right and transform Marketing into a revenue engine.