Improved Project Visibility and Operational Efficiency for Nomensa
Nomensa is a strategic user experience agency that focuses on transforming digital experiences. With offices in Bristol, London and Amsterdam, the agency employs a unique...
Businesses have the tools to drive growth, but they’re not being used optimally.
In a study that sampled 200 marketing and business leaders, 86% of all respondents reported that they have the organizational structure and processes in place to enable effective growth. So what’s the hold up?
Lack of leadership alignment is a major factor. For example, 90% of business leaders believe their company uses a Marketing Automation Platform (MAP) – but 70% of respondents in marketing roles say their organization doesn’t use a MAP.
Taking a step back, it’s possible that lack of alignment is really more about a lack of understanding. A mismatch on what different platforms in the tech stack actually do. For the record, here’s a breakdown of common platforms in an automation stack:
Understanding the role of automation and the contribution of each platform to business performance is fundamental to improving marketing outputs and achieving specific growth objectives.
Disconnects on data and decision-making
There are misunderstandings on more than platform functions. On a strategic level, for instance, there’s a disconnect over the role of data. Marketing leaders champion CRM usage, with 85% trusting CRM data to inform growth strategies. CEOs, on the other hand, prefer to lean on third-party data (65%). So, who’s right?
Both have merit. The majority (73%) found their data trustworthy, which makes an argument for combining these approaches to take in new perspectives and put even more data behind informed decision-making. And it’s making those decisions that really counts.
Here’s three ways leadership alignment and data can come together to drive growth: