Skills shortages 'hampering marketing efforts'

A shortage of skills in the marketing sector is preventing many firms from expanding following the economic downturn, a new report has revealed.

Research carried out by Accenture for a study entitled Onward and Up - How Marketers Are Refocusing the Front Office for Growth, found that executives are blaming the lack of expansion on not having staff who are equipped with the tools to drive their firms forward.

To achieve their growth objectives, the majority of marketers said that mastering customer analytics, offering innovation and improving customer engagement and marketing operations should be the key aims.

Dave Rich, managing director of Accenture Customer Relationship Management consulting group and Accenture Analytics, commented: "The insights that can be gained from the data will help marketers identify what customers want and predict how they need to act differently to help steer corporate innovation that can drive improved business outcomes."

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Posted by Wayne Bly

Filed: 12-08-2010