In the CMO Council’s “State of Marketing 2010” report, some 35% of more than 500 top marketers polled expect to initiate or undertake transformational marketing projects to improve effectiveness in 2010. Below are the most common among those projects to be undertaken:
• Digital marketing makeover—platforms, programs and people (46%)
• Sales and marketing organization alignment (40%)
• Customer data integration and analytics (32%)
• Marketing performance measurement (31%)
• Lead qualification and harvesting system (%)
• Reorganization of marketing group (28%)
In addition, nearly half (47%) of the marketers expect to see an increase in marketing spend, a reason for optimism among communications executives.
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