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Majority of B2B Marketers Lack Customer Knowledge

| Friday, June 23, 2006

Eighty-seven percent of b-to-b marketers have little confidence in their customer data, according to an on-site survey of attendees at DMA's DM Days by Extraprise.

Fifty-four percent of b-to-b companies surveyed indicated that the lack of sales and marketing collaboration is their most important challenge. Fifty-two percent of companies surveyed claimed to have integration between their sales and marketing systems. Thirty-nine percent of respondents indicated that data-related issues were the next challenge facing their marketing efforts.

Other topics covered included how many disconnected data sources cover some aspect of their customers (59 percent have data in at least four different locations whereas 18 percent cite between 5-10 locales and 23 percent claim to have data in more than 10 systems).


Related topics: Direct, Research, Sales/Repping...Eighty-seven percent of b-to-b marketers have little confidence in their customer data, according to an on-site survey of attendees at DMA's DM Days by Extraprise.

Fifty-four percent of b-to-b companies surveyed indicated that the lack of sales and marketing collaboration is their most important challenge. Fifty-two percent of companies surveyed claimed to have integration between their sales and marketing systems. Thirty-nine percent of respondents indicated that data-related issues were the next challenge facing their marketing efforts.

Other topics covered included how many disconnected data sources cover some aspect of their customers (59 percent have data in at least four different locations whereas 18 percent cite between 5-10 locales and 23 percent claim to have data in more than 10 systems).


Related topics: Direct, Research, Sales/Repping...

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