Six in 10 business professionals say higher-ups are pressuring them to be more data-driven, according to an MIT Sloan Management Review survey of more than 2,000 business pros. And it's marketing staffs that are receiving much of the focus, as more CEOs and CMOs seek data that ensure their marketing efforts are reaping dividends. "This is great news for marketing organizations. ... when you tie your efforts more directly to revenue, suddenly it becomes a lot easier to get that extra budget you wanted," said Jonathan Singer, corporate product marketing manager at Akamia Technologies.

Related Summaries