That’s according to a survey-based study from market research firm The Relevancy Group, which shows that a sizable chunk of marketers are having trouble coordinating efforts between divisions, and well over half think their marketing departments don’t even share common goals.
The study, commissioned for marketing solutions firm Yes Lifestyle Marketing, finds that for two-thirds of marketing executives at large companies say their organizations are failing to coordinate campaigns across all channels. Only 22% of mid-market marketing executives are confident in their ability to align campaigns across channels. Generally, oversight under one group seems to be lacking at a lot of companies with 68% of respondents saying enterprise marketing executives lack central ownership of programs across channels.
Only 33% of enterprise marketers said their multichannel programs are tightly coordinated. At mid-market companies, only 22% said so. Said Michael Fisher, president of Yes Lifecycle Marketing in a statement, “Customer records are in shambles, and marketers are in denial. It’s admirable that marketers have set their sights on multichannel marketing strategies, but they need to start at the foundation.” The survey responses suggest that marketing channel failure is at least partly due to poor data practices, with only 37% of enterprise organizations and 29% of mid-market companies saying they have a central repository for customer data.
And email marketing is still the dominant channel with 73% of enterprise marketers saying they use it. But 61% of those surveyed said they only one or two data sources to inform their email campaigns. Fifty-four percent use demographic data, and about 50% use geographic data. What gets left behind are data on customer profitability (35%), transaction history (31%), and email open rates (28%). And that’s not likely to change as only 40% of marketers said they need to improve segmentation and targeting, and list it as a goal for the coming year.
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1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
