Potential users of marketing analytics may not have a strategic planning process or marketing decision making process that builds in a step to use available analytics.

FORBES: The Utilization Gap: Big Data's Biggest Challenge

After Observation and Orientation, the next step in maneuver marketing is making a Decision.

FORBES: Is Foursquare's Bubble About To Burst?

Asking for the data, asking questions about the data, pushing for insights, and taking actions in response to those insights shows the rest of the company what role marketing analytics plays in decision making.

FORBES: The Utilization Gap: Big Data's Biggest Challenge

Marketing analytics arrive outside the decision making window.

FORBES: The Utilization Gap: Big Data's Biggest Challenge

Multi-channel analytics then ties it all together which makes the decision making scenario for marketing executives much easier.

FORBES: TV Advertising VS Digital Marketing

To play a leadership role in setting strategy within the enterprise, CMOs should insist on data-based decision-making, and measuring marketing ROI to determine the financial returns on their marketing investment.

FORBES: Is Marketing Too Undisciplined For Its Own Good?

Marketing needs to lead with an inspired vision, gutsy and decisive leadership, fact-based decision making and a laser focus on how to build trust through buyer enablement marketing.

FORBES: Influencing Your Buyer