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

Summary

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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client