Report: Marketing-led growth top priority for marketers

A brand new report finds marketers are facing a rapidly evolving growth mandate and marketing data is key to successfully meeting challenging environment

Australian marketers have almost universally shifted their priorities to focus on marketing-led growth, marketing efficiency and improving ROI, according to a new report.

The Data, Growth and the New Marketing Mandate, the first Asia-Pacific Marketing Intelligence Report produced by Salesforce Datorama in partnership with marketing research agency, The Leading Edge, examines how over 1000 marketers across APAC (285 across Australia and New Zealand) are integrating their marketing data to measure impact and business growth. Along with sheding light on the rapidly evolving growth mandate for marketers across the region, it unveils the top challenges they face. 

 “Marketers are seeing their role evolve as they are responsible for propelling business-wide outcomes. As they become increasingly accountable for operationalising growth mandates across the entire organisation, they need to embrace a data-driven culture and modernise their approach to unifying marketing data and measuring performance,” said Salesforce Datorama senior director product marketing, Jay Wilder. 

However, some of the biggest barriers marketers face in driving growth revolve around data. The report found data mismanagement, lack of a unified view of performance and lack of real-time insights as the top three challenges for respondents.

An although 86 per cent of A/NZ marketers see the importance of a complete view of cross-channel marketing, they face a number of roadblocks when it comes to integrating their data for that holistic view, according to the report. It has found 69 per cent of marketers still integrate data manually to an extent and 69 per cent of those surveyed spend a week or more on harmonising data from disparate channels, for reporting and analytics.  

Yet data integration and management are not the only challenges marketers face. The study reveals room for improvement when it comes to data analysis and optimisation, with 73 per cent of marketers not having access to real-time insights, early half experiencing misalignment across teams on measurement and reporting, and a third find sharing and collaborating on data analysis a challenge. 

In terms of their data journey, prompted by the shift in priorities to focus on business growth, marketers are making progress as they move forward. The report finds there is growing support from senior leaders for a stronger uptake of data-driven marketing (61 per cent), as well as investments in marketing analytics technology (62 per cent) and alignment on the KPIs that matter the most (62 per cent).  

“A successful growth marketing strategy requires the strategic alignment of people, processes and technologies. This will allow marketers to continue advancing their data and analytics capabilities to power the most effective engagements with the digital customer and drive business impact,” said Wilder.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in