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NEW YORK Marketing chiefs understand that their operations need improvement but are vexed by myriad internal obstacles, according to a new study from the CMO Council.
The top obstacles cited in the study were corporate politics, followed by siloed data, poor adoption of customer relationship management systems, lack of top management support and not having ownership of profit and loss responsibilities.
In many ways the study, “Calibrate How You Operate,” further illustrates the frustrations felt by chief marketing officers and partly explains their short tenures compared to, say, CEOs.
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