A new survey by CMO Council suggests that many marketers are two times as likely to gather insights from field and business development teams than direct feedback and customer profiling (57% vs. 29%).
The goal of the study was to identify where and how marketing mindsets of senior marketers must shift to best capitalize on local potential. The study was an audit of 296 senior marketers between November 2012 and February 2013. Even though the study focused on larger business, some of the learning lessons of this study can certainly apply to small business as well, albeit on a vastly smaller and more manual scale. The challenges faced by large organizations attempting to access and address the needs of the local market may reshape the definition of automation.