Openprise Study Shows a Lack of Confidence in Marketing Data Management Processes
SAN MATEO, Calif., April 24, 2018 /PRNewswire/ -- Openprise, the leader in data orchestration for marketing and sales, today issued its 2018 Marketing Operations Benchmarketing Report. Openprise published the report after conducting a survey of 201 U.S.-based marketing operations professionals. On a scale of 1 to 5, with five being best in class, the survey participants were asked to rate their companies on ten data management capabilities, ranging from Data Cleansing, Account Based Marketing (ABM), and Account Scoring, to GDPR. A copy of the report is available at http://go.openprisetech.com/Marketing-Operations-Benchmarking-Report.html?utm_source=pr&utm_campaign=marketingopsbenchmarking.
Overall, the report reveals that marketing operations professionals feel only moderately proficient in most marketing data management processes, as they didn't rate themselves higher than 3.9 out of five, with five being the best.
"We thought marketing operations professionals would score themselves significantly higher on some data management capabilities than others, so these results surprised us. The fact that marketers didn't identify any strong suit tells us that they've got their work cut out for them, and it validates the need for a data orchestration platform that can get the job done consistently and automatically," said Allen Pogorzelski, VP of Marketing at Openprise.
ABM Has Come of Age
Marketers Felt Fairly Confident About Data Cleansing
Data Enrichment is a Crucial Starting Point
Account Scoring and Lead Scoring Are Now Equally Common Practice
Surprisingly, despite the fact that small companies with fewer than 250 employees are likely to have fewer leads and accounts to score, they rated themselves much lower on both, compared to enterprises with over 5,000 employees. One reason for this could be that lead and account scoring require volume to adjust and improve, which gives large companies an advantage.
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Anne Marie McCallion
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