CMOs are under immense pressure to deliver ‘more with less’, ensuring that marketing efforts and campaigns not only connect with audiences but do so with speed, efficiency, and enhanced personalisation. Yet at Optima, we’re seeing a concerning disconnect, and recent stats back this up: only 13% of CMOs feel confident in their team’s ability to consistently execute campaigns and personalised customer engagement across channels (Gartner, 2024). This gap doesn’t just impact today’s marketing efforts; it threatens broader goals, from hefty and expensive personalisation ambitions, to big stretch efficiency targets and needs.
What’s Causing the Gap?
So, why aren’t marketing teams hitting the mark? For nearly half (48%) of CMOs, skill gaps within their teams are a the major barrier. Add to that the 35% who feel agency support is lacking, and you’re left with a situation where even the best strategies can flounder. At the heart of this is a missing key enabler: streamlined, well-defined marketing and workflow processes.
Without the right processes, even the most talented teams struggle to bridge the gaps in skills and experience. It’s all about equipping people with the tools they need to execute, adapt, and succeed.
Why Processes Matter More Than Ever
Consider this: 22% of CMOs view continuous process monitoring as essential, yet only 10% are actually satisfied with the reviews they’re seeing (Forrester, 2024). The challenges don’t stop there. In today’s complex, omni-channel world driven by decisioning, nearly 60% of CMOs believe managing these journeys is critical. But only 17% feel their teams are properly equipped to handle this complexity (McKinsey, 2024).
For personalisation to truly succeed, processes need to be robust and adaptive, yet straightforward and standardised enough to keep communications on track and responsive to market shifts.
The Problem with Manual Processes
Despite all this, many teams are still stuck in manual mode. We see it every day – the dreaded spreadsheet. Believe it or not, over half rely on slide decks and spreadsheets to manage campaigns – tools that simply aren’t built for speed or agility (Adobe Workfront, 2024). These outdated methods eat up time, create silos, and prevent teams from seeing the full picture in real-time.
In today’s data-driven customer engagement environment, where we striving for increased velocity, throughput and performance, this approach just doesn’t cut it.
The Tech That Can Turn It Around
This is where technology can be a game-changer. With the right tech, teams can automate workflows, monitor progress in real-time, and keep campaigns moving at the pace the market demands. High-performing marketing teams using automation tools have reported up to a 30% boost in campaign speed-to-market (Salesforce, 2023).
At Optima, we see this transformation up close. Our approach isn’t about tech for tech’s sake. It’s about integrating platforms that streamline processes, transform workflows and empower teams, where people, process, and technology work seamlessly to close the execution gap.
Moving Forward
To close this gap, CMOs need to double down on tech, training, and agile processes that can keep pace with market demands. This means equipping teams with tools that simplify complex workflows, training them to master evolving customer journeys, and embedding frameworks that support agility.
When CMOs align their teams with the right mix of processes and tech, they don’t just achieve better campaigns – they create customer engagements that hit personalisation targets, increase efficiency, and reach the market faster. In a world where CMOs are expected to do more with less, closing the campaign execution gap isn’t just a nice-to-have; it’s essential.
By investing in the right foundations, CMOs can unlock the true potential of their marketing operations, paving the way for campaigns that don’t just reach audiences, but resonate and drive measurable results.
To learn more about personalisation, please feel free to fill out the contact form here, or connect with myself on LinkedIn.
