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Executives across marketing, commerce and supply chain highlight the biggest obstacles they face in extracting value from internal data assets

When it comes to extracting value from internal data sets, the three critical customer engagement functions face unique obstacles; indeed, certain top-ranking obstacles for one function are not necessarily shared by their counterparts. For example, 64 percent of supply chain leaders say a key obstacle for them is transforming operational processes, while only 37 percent of marketers and 13 percent of commerce leaders agree. And fully two-thirds of supply chain leaders say there is a lack of communication across key stakeholders- a sentiment only shared by 37 percent of marketers and 40 percent of commerce leaders. This should come as no surprise, as several executives interviewed in the corresponding “Doing More With Data” report highlight the fact that supply chain has only recently been brought into the conversation around delivering superior customer engagement, and there is still a lot of work to be done to align the activities of these three functions.

Source: DOING MORE WITH DATA REPORT. CMO COUNCIL 2018

Chart Themes

  • Alignment & Integration
  • Cross Functional Alignment
  • Big Data
  • Customer Engagement