The Realities of Disruption, Agility, and Data Centricity in Today’s Marketing Organization

In this benchmark Verve/Ascendant Network survey, we explore current efforts to future-proof the marketing organization and ensure marketers are prepared to ride — rather than be swallowed by — the next wave of technological and consumer behavioral change.

Today’s marketing leaders are challenged to move faster, particularly in the face of rapid, ongoing disruption. And yet, they’re also expected to manage an ever-increasing influx of consumer data and the massive technology and skillset loads that modern advertising demands. In order to maintain their relevance, marketers must develop the agility and speed to pivot quickly to embrace new technologies, new consumer behaviors and new market forces. Data must be ingested, cleansed, de-duped, and then analyzed and applied to audiences with an always-on demand for context, relevance, and anticipatory approaches. After all, today’s consumers expect brands and advertisers to not only reach them at the right place and the right time, but also to surmise what it is they’d like to know about next.

All of this requires both agile internal processes as well as powerful, dynamic partnerships—the kind that can deliver on immediate revenue and executive expectations and then evolve to keep pace with the bottom line as it changes over time. The importance of developing greater agility cannot be overstated. Some data points to consider:

Digital disruption is expected to wipe out 40% of Fortune 500 firms in the next 10 years. (ChristianSteven Software study)

Only 44% of executives feel their company is adequately preparing for disruption. (MIT Sloan Management Review and Deloitte)

Marketing executives cite infrastructure (26%), organizational support (22%) and expertise (21%) as the biggest barriers to marketing agility. (eMarketer)

How are today’s leaders equipping their marketing teams to respond faster to changes in the marketplace? In this benchmark Verve/Ascendant Network survey, we explore current efforts to future-proof the marketing organization and ensure marketers are prepared to ride — rather than be swallowed by — the next wave of technological and consumer behavioral change.

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