Aprimo and Forbes Insights recently teamed up to survey global marketing leaders about the future of marketing. 74% of respondents cited ‘agility of marketing operations’ as a key marketing challenge. Meanwhile, 45% of survey respondents identified ‘technology’ as the most critical factor contributing to the success of their organization’s agile marketing efforts.
The report highlights that now, more than ever, marketing operations technology is essential to successful modern marketing, dictated by today’s highly complex and multifaceted environment. However, the survey reports that more than 51% of marketers say their companies are among the last to adopt technology that makes marketing agility possible.
In a digital-first world, the survey highlighted a challenging marketing resource environment within many organizations where technology resources are constrained or totally absent, instead relying on traditional marketing practices. Consumers today want to associate more with the brand than with other less interesting elements of a company and the consumer controls their individual brand experience like never before.
Aprimo is a category-leading marketing operations platform that frees CMO’s and their teams to focus on smart marketing by managing the five essentials: planning, spending, creation, distribution, and performance.