One major obstacle to measurement is poor data infrastructure: 34 percent say they do not have the right tools to collect and analyze marketing program data. Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision, with 22 percent citing this as a top obstacle to meeting the evolving needs of the market.
This survey was fielded online from the period of January 22 to February 8, 2013. The true population of B2B marketing professionals in the US was researched via a 25 question online survey. A representative sample of the BtoB marketers audience was invited to participate in the survey via email. A sample of 243 completes was achieved. Confidence Interval: 94% - Margin of Error: +/- 5%
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