Summary
Data from Forrester’s Marketing Survey, 2022 shows that senior-level B2B marketing decision-makers are aligned on their top challenges of implementing marketing programs or campaigns, independent from their organization’s revenue growth rate for the recent fiscal year. They rate obtaining customer data from indirect channels and coordinating different marketing service providers as the top challenges in marketing program implementation. Furthermore, companies are aligned on where they are not citing challenges: “integrating local requirements into messaging and content plans” and “relevant content to support audience engagement and tactics” were scored low by all organization types.
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