CMOs at the Crossroads: Why “More Data” Isn’t the Answer (But Smarter Data Is)
+ How to get it!
Hands up if you’ve ever felt overwhelmed by data 🙋🏻
If your hand’s in the air (even virtually), you’re not alone. According to the latest CMO Council report, CMO at the Crossroads, marketers are swimming in data but gasping for real insights. It’s a bit like trying to navigate with a map drawn by a toddler - plenty of squiggles, not enough direction.
The modern CMO isn’t just the keeper of the brand anymore. They’re on the hook for revenue, operational efficiency and, yes, proving marketing’s worth in dollars and cents. The report shows a majority of 54% of marketing leaders are now expected to deliver on revenue growth, and 51% are tasked with driving operational efficiencies. Talk about pressure.
The Connected Consumer vs. The Disconnected Marketer
Today’s consumers are always on: scrolling, shopping, sharing — and, inconveniently, ignoring your ads. Meanwhile, many marketers are stuck with outdated tools and siloed teams. The result? Disconnected organisations trying to connect with hyper-connected customers. Spoiler alert: it’s not working.
The CMO Council sums it up perfectly: Data is abundant, but intelligence is scarce. Brands are drowning in metrics but can’t seem to find the “why” and “how” behind customer behaviour. And without that, how can you know what’s actually moving the revenue needle?
Why Shiny AI Tools Alone Won’t Save You
Yes, generative AI is the buzzword du jour. And yes, it’s a game-changer IF you know what to do with it. But the report reveals a tough truth: only 9% of marketers say they have a mature digital marketing model with a clear plan for evolution. The rest? Well, many are randomly bolting on martech solutions like they’re collecting stamps - and just as useful.
The real secret isn’t adding another tool; it’s building an integrated ecosystem where all your data talks to each other and turns into real, actionable insights. Without this, AI is just another expensive toy.
The Biggie: Mapping Your Marketing Mix
Here’s the part CMOs really need to sit up for: the report highlights a desperate need to map and model the marketing mix - to prove what’s working, what’s wasting money, and where to focus. This is exactly where marketing mix modelling (MMM) comes in, and it’s why Analytic Partners’ bread and butter is so vital.
MMM cuts through the noise and shows you which campaigns and channels are actually driving revenue not just engagement vanity metrics. It’s the difference between assuming your influencer campaign worked because you got 10,000 likes, and knowing it drove £1 million in incremental sales.
The Top Headaches Keeping CMOs Up at Night
The CMO Council’s chats with 200+ senior marketers globally uncovered the usual suspects behind sleepless nights:
Siloed customer data that’s impossible to unify
Endless data streams with no clear path to insight
Legacy systems slower than your nan’s dial-up modem
Turf wars with IT departments
Too many point solutions creating chaos instead of clarity
Struggles turning leads into loyal customers
Measuring ROI in a way that doesn’t require interpretive dance.
Sound familiar? Thought so.
Why MMM Is Your Secret Weapon
The good news: marketing mix modelling lets you flip this script. MMM reveals which activities actually move the revenue dial, how to reallocate your budget smartly, and where synergies (or inefficiencies) are hiding. It gives you the confidence to walk into the boardroom with answers instead of guesses and get the bigger budgets you deserve.
And let’s be honest: with so many channels, changing consumer habits, and that pesky CFO breathing down your neck, guessing just isn’t an option anymore.
The CMO Council’s Call to Arms
The report closes with a challenge: stop the random acts of martech and start building integrated, intelligence-powered marketing machines. Benchmark your martech readiness, focus on data unification, and invest in tools that turn data into decisions.
That’s precisely what we do best helping you model your marketing mix so you know what drives revenue and how to double down on it. Because at the end of the day, marketing’s job isn’t just to make noise; it’s to make money.
Let’s Turn Your Marketing Data into Revenue
Analytic Partners is a Leader in Gartner’s Magic Quadrant for Marketing Mix Modeling Solutions AND the Forrester Wave for Marketing Measurement Measurement & Optimisation, not to mention an innovator in the field of Commercial Analytics - which is what really reveals what’s driving your revenue.
Curious to find out more? Get in touch with one of our modelers and let’s put your marketing mix to work.