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Evolution, Not Revolution Source: ZS and The Economist Intelligence Unit Ltd. June 2016. For more insights, read “Broken links: Why analytics investments have yet to pay off.” of leading companies report strong collaboration between executives and analytics professionals. say that domain expertise is “very” or “extremely” important to sales and marketing analytics' ability to meet users’ needs. 55% 73% www.zsassociates.com Assessing the State of Sales and Marketing Analytics The broken links are at either end of the analytics value chain. This is where most analytics opportunities now lie. Embedding analytics within the company is key to success. Biggest Challenges 21% 39% Problem Definition/Framing 43% Solution Approach/Design 47% 18% 15% 8% Action/Change Management 47% VS. 70% rate 2% say Only 8% have fully integrated their cloud-based big data infrastructure and analytics capabilities. 88% have invested or plan to invest in analytics improvements. 94% have implemented cloud-based big data infrastructure. sales and marketing analytics as “very” or “extremely” important. that their analytics efforts have had a “broad, positive impact.” Most companies own the technology but aren't fully leveraging it.

ZS Associates: Sales and Marketing Consulting, Outsourcing

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Evolution, Not Revolution

Source: ZS and The Economist Intelligence Unit Ltd. June 2016.

For more insights, read “Broken links: Why analytics investments have yet to pay off.”

of leading companies report strong collaboration between executives and analytics professionals.

say that domain expertise is “very” or “extremely” important to sales and marketing analytics' ability to meet users’ needs.

55% 73%

www.zsassociates.com

Assessing the State of Sales and Marketing Analytics

The broken links are at either end of the analytics value chain. This is where most analytics opportunities now lie.

Embedding analytics within the company is key to success.

Biggest Challenges

21%39%

Problem Definition/Framing

43%Solution

Approach/Design

47% 18% 15% 8%

Action/ChangeManagement

47%

VS.70% rate 2% say

Only 8% have fully integrated their cloud-based big data infrastructure and analytics capabilities.

88% have invested or plan to investin analytics improvements.

94% have implemented cloud-based big data infrastructure.

sales and marketing analyticsas “very” or “extremely”important.

that their analytics efforts have had a “broad, positive impact.”

Most companies own the technology but aren't fully leveraging it.