You're shit at your job, says new report

By Nicola Riches | 30 October 2014
 

A report issued today claims that only 12% of marketers are at the top of their game, or meet the ‘modern’ criteria set by Oracle and research firm Forrester.

Conducted by Forrester Research and commissioned by tech firm Oracle, it posed seven questions that analysed how a marketing organisation targets its audiences, engages with buyers, converts buyers across their lifetime, analyses marketing’s performance against goals, and uses technology to support associated marketing processes.

Its findings, gathered together from 523 respondents in the US, UK, France, Germany, and Australia in June this year, delivered the conclusion that “only 12% of our survey base scored well enough to be considered a modern marketer today.”

Meanwhile, it paints a sorry picture revealing that 44% of those considered “modern” – the grade which tops the list after ‘novice,’ ‘developing’ and ‘experienced’ reported their company’s revenues exceeded a planned 10% or more over the past year.

However, it’s not all doom and gloom for Australian marketers. The Oracle report says that when it comes to using an automation platform, Australian marketers are ahead of the curve, with 83% either investing or willing to invest in (Oracle?) marketing technology that support complementary, partner-created applications versus 64% for the rest of the world.

The Oracle-backed recommendations hardly comes as a surprise: use technology and processes to simplify the marketing approach; invest in a comprehensive data strategy; sharpen attribution acumen; combine content strategy with automation to scale message delivery; and, this one will really come as a shock: own the customer’s digital experience.

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