How Confident Are Senior Marketers in Their Capabilities?

Marketing Strategy — Tue., Feb. 7, 2023

Recent research from the CMO Council and NCSolutions found that senior marketers are most confident in their ability to target customers and least confident in their third-party data analyses. 57% of respondents said they are confident in their ability to accurately and efficiently target customers, while only 18% said they are confident in their third-party data evaluations and analyses.

The top marketing/media capabilities marketers plan on improving over the next 12 months are in-flight campaign optimization and campaign targeting. The top things holding their marketing/advertising back from reaching its full potential are a lack of budget and a lack of data science/analytical talent.

The research was based on data from a survey of 160 marketing leaders in North America. The report provides further insight into the capabilities and confidence of senior marketers in their marketing and media capabilities.

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