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Opal and Forrester Retail marketing research

[Forrester Snapshot] Operational Alignment Fuels Content Marketing

For mid-size and enterprise marketing organizations, alignment is absolutely critical to the success of their marketing content. When organizations are aligned, they are able to produce work efficiently, creating rich brand stories for their audience. However, without it, they are trapped in silos, creating fragmented campaigns that fail to capture their brand identity.  

Delivering top-to-bottom alignment has been a critical value proposition of the Opal platform. While we knew solving this was of significant importance to our customers, we wanted to understand how the market at large experienced and dealt with these challenges. 

Opal commissioned Forrester Consulting to survey 151 CMOs, VPs, and Senior Directors from the technology and retail sectors. You can download the full research right now for free. These are some critical takeaways:

  • Only 1% of marketers said their organization’s content planning and execution strategies are seamless.
  • 77% of marketers said that organizational silos make aligning on strategy difficult.
  • 87% of marketers say their organizations need better hardware/software to achieve desired alignment.
  • 89% of marketing leaders say that connecting planning, creation, and calendaring is necessary for content to succeed.

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