The news: Modern CMOs have a complicated relationship with data, according to a study from data and analytics platform Adverity.
Behind the numbers:
The need for a dedicated marketing operations function to manage technologies has skyrocketed. Seventy-three percent of CMOs support this idea, and 45% have such a role right now; the other 28% are looking to hire. Just 12% of CMOs have had such a resource for over a year.
People problems: According to two in three CMOs, hiring new data-savvy personnel is more difficult than upskilling current workers.
Gaining insights: The absence of data management tools is cited by 18% of respondents as the primary reason for their inability to extract value from their data.