In the United States, CMOs are already losing sleep thinking about 2019. This is what the latest Nielsen survey (in fact, the first with marketing people) suggests, with those who are directly responsible for planning, managing and investing in marketing in companies.
Some numbers to help us think about the size of the hole:
Only one in four decision makers is confident in their ability to demonstrate ROI.
Not surprisingly, 79% plan to invest more in analytics and attribution next year.
74% have little or no confidence in the technology they use today to achieve their goals.
Investments in marketing tools, difficulty in measuring ROI and putting money into advertising are the main concerns.
In our experience, Brazilian companies face the same problems. But there is one important difference.
In the United States, CMOs who don't deliver results email list providers in france off the wagon quickly , especially when compared to their colleagues in the so-called "C-suite."
In Brazil, where most companies still treat the marketing area as a cost center , the demand for business results is much lower. Low expectations generate mediocre work. Inertia explains the rest.
The incessant talk about return on investment that we read and hear out there is, almost always, just that: talk. Until when?
It doesn’t matter if your product is better than your competitors. If you want to build a successful company in 2019, focus on customer experience. It needs to be 10x better than your competitors.