Gartner Research

Survey Analysis: Marketing Leaders Strive to Master Data, but Hit Limits

Published: 23 February 2018

ID: G00348515

Analyst(s): Lizzy Foo Kune , Anna Maria Virzi


Data literacy is essential for marketing teams, as proficiency in data analytics and customer insight is a competitive differentiator. Marketing leaders can use Gartner's 2017 Marketing Organization Capabilities Survey results to identify the traits to seek when filling data-driven marketing roles.

Table Of Contents

Survey Objective

Data Insights

  • Seventy-Four Percent of Marketing Leaders Highly Value Market and Customer Insight Capabilities, but Reality Falls Short of Expectations
    • Market and Customer Insight Capabilities
    • Data Analytics Capabilities
    • Data Literacy Capabilities
  • More Than One-Third of Marketing Leaders Say Data Analytics, Customer Insights and Martech Skills Are the Most Difficult Capabilities to Recruit
  • Nearly 40% of Marketing Leaders Rely on Their Agency Partners for Skills They Have Trouble Filling In-House
  • Nearly 75% of Marketing Leaders Who Rated Their Teams as Exceptional Also Highly Value Soft Skills
  • Methodology
  • Definitions

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