For traditional (non-data-driven) marketers, catching up with their top competitors requires a fundamental shift in roles, skills, Malaysia Phone Number List capabilities. Capgemini's research identifies that this shift is occurring, most notably, at the top of the marketing ladder, characterized by a shift toward greater control and decision-making among CMOs. Along with responsibility for data and technology, about a third of CMOs are directly responsible for collecting and Malaysia Phone Number List consumer, market and trend information and overseeing marketing technologies such as customer relationship management (CRM) tools or marketing automation platforms. On the other hand, 60% say they are involved in critical decisions related to long-term growth and value, such as growth strategy and new product development.
Opportunity to transform skills and abilities Despite changes in the responsibilities and skills of CMOs, this is not sufficiently reflected in the
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marketing function as a Malaysia Phone Number List . To make data-driven marketing possible, CMOs will need to address a broader gap in technology capabilities and skills. Less than half of CMOs say they have established the technology and data capabilities needed to deliver data-driven marketing, highlighting a significant transformation Malaysia Phone Number List . For example: 45% use a customer data platform that provides a single, unified view of customers, and 47% have a framework for data collection that defines what data will be collected, what its purpose is, and how it will be used.
44% have an adequate supply of skills in areas such as AI and machine learning, or analytics and data science. Less than half (45%) Malaysia Phone Number List social digital marketing skills, and a similar proportion (46%) report having sufficient skills in augmented and virtual reality. To fill these gaps, marketing departments will try to do more work in-house, according to the report. Overall, half of marketers agree that their organizations are trying to build internal Malaysia Phone Number List and capabilities rather than partner with external vendors. Today, 81% of marketers choose to partner with agencies for activities such as brand strategy and digital marketing. Nearly two-thirds (60%) work with data providers, while just under half (46%) work with marketing technology companies (eg cloud marketing, CRM).
