3 business survival factors B2B marketers can’t afford to ignore

  • Companies are distracted and over-burdened by technology, with slug-speed ‘IT’ dragging its heels. This is an odd one, and yet it’s common. Departments in need of the latest digital marketing tools (of which there are over 40 different types and hundreds of apps incidentally) will procure new apps ‘as a service’ and then experience a devil’s own job gluing them together. IT teams find themselves disenfranchised and isolated from the SPRINT culture and drag-and-drop tools. (When IT teams are entrusted with ensuring the ‘business continuity’ of operating back-office systems of record, addressing the ‘situational needs’ of individuals and teams can quite understandably drop off the priority list!)
  • Leaders and managers are suffering from a shortage of useful actionable insights. While companies are gathering more data than ever about their customers, their ability to harness data to distill actionable insights that drive decision making remains poor. When asked, most managers and leaders say they lack ready access to the insights they need. One of the reasons for this is the discontinuity of data held in disparate back-office systems. And when this operational data is put to use for a new purpose, the quality of captured data is visibly suspect.

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