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Survey finds B2B companies undervalue data management skills

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Filiberto Lahey
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Even though B2B companies realize the importance of good data management in driving success, the majority still don t prioritize addressing the data skill gaps in their marketing departments, according to a recent study from data management provider Openprise.

It found just 10 percent of respondents consider data skills a high priority, yet more than a third believe that a lack of data skills present a significant barrier to success.

This perfectly illustrates the fact that although companies do realize data is important, they rarely give it its fair share of budget or attention, the report said.

The report indicated that for more than half of B2B marketers 60 percent , the biggest benefit of data is that it enables them to make more accurate, better-informed decisions.

For more than half 54 percent , poor data use/accessibility is the most significant barrier to data management success, followed by poor data quality 44 percent , lack of ROI measurability 40 percent , poor database integration 37 percent , data skills gap 34 percent , not a budget priority 26 percent and lack of data richness 18 percent .

Everybody wants insights, but before you can connect the dots, you have to collect the dots, said John Donlon, research director of marketing operations and strategies at SiriusDecisions, who was cited in the report.

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Filiberto Lahey
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