CMOs need integrated technology that brings access to relevant data to enable one-to-one conversations with prospects and clients. A number of print service providers are serving clients that require integration between systems to optimize and mange individual conversations in real-time, across channels, devices, and context on an ongoing basis. CMOs face a number of distinct challenges, including a lack of internal knowledge and resources as well as investments in legacy and homegrown systems that don’t communicate with one another. Although data is plentiful, it is often siloed and not easily harnessed. Marketers are taking a digital focus and increasing their use of data, but most are not employing advanced data-driven techniques.

In December 2016, InfoTrends released a study entitled Lead with Data; Follow with Print. Although over half of the marketers surveyed (56%) track the path to purchase and coordinate online and offline channels, the level of sophistication was clearly lacking. As shown in the Figures below, less than a quarter of respondents considered the following to be a minimal challenge or no challenge at all:

Furthermore, all of the challenges listed were considered a significant or critical challenge for over 35% of respondents.