When it comes to marketing in the Internet age, there are a couple of things that make the job easier. There are also a couple of things that make the job that much harder. A new survey detailed just what kinds of thing IT marketers are most concerned with when they are trying to do their jobs. DiscoverOrg issued the survey and it found that among people who took part in the study, data quality is the number one concern that is faced on a daily basis.
IT companies who took part in the DiscoverOrg survey said that their concerns about data quality were most prevalent when talking about CRM and marketing automation systems. In the survey report, 33 percent of people said that data quality was their top concern. Moving onto the next issue, those taking part in the survey said that making sure that sales personnel were actually using the automation tools that they provided came in second. In total, 23 percent of respondents said this was the biggest issue they worried the most about. Eighteen percent claimed that achieving significant ROI was their top concern.
In total, 58 percent of the respondents said that they had to rely on IT sales reps to update their CRM data. There were about 359 responses to the survey. When talking to these IT marketing specialists, one factor that managed to surprise DiscoverOrg was that 24 percent still haven’t embraced marketing through CRM and other automated tools.
Those companies that have turned to CRM solutions are spending thousands of dollars per year making sure that these systems are up and running. These systems are able to track and manage large amounts of prospect and customer data. In the end, these systems are what is driving sales for the companies that use them. Despite those systems being state of the art, there are still concerns from CEOs that issues like poor data quality will derail their success.