Gartner Research

Survey Analysis: How B2B Marketing Analytics Teams Differ From B2C Teams

Published: 20 August 2018

ID: G00361503

Analyst(s): Anna Maria Virzi


B2B and B2C marketing analytics teams have fundamental differences in how they’re organized, who they report to, the authority they wield and the obstacles they face. Marketing analytics leaders can use this research to compare their organizations and plot ways to improve their team’s effectiveness.

Table Of Contents

Survey Objective

Data Insights

  • Thirty-One Percent of B2B Marketing Analytics Teams Are Centralized; There’s More Variability With B2C Teams
  • Forty-Four Percent of B2B Marketing Analytics Teams Report to the CMO Compared With 33% of the B2C Teams
  • B2C Marketing Analytics Leaders Have Less Influence Than Their B2B Counterparts Over Key Decisions for Marketing Analytics Operations
  • More Than One-Third of B2C and B2B Respondents Share Top Challenges Such as Budget Constraints or an Inability to Show Marketing Analytics’ Business Value
    • B2C Marketing Analytics Leaders Are Split Between Those Who Struggle With Too Many Tools (36%) and Those Who Lack the Right Tools (37%).
  • What to Do Next
  • Methodology

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