New research suggests six in 10 professionals are getting pressure from management to be more data-driven, with marketing departments feeling the majority of the heat.

A vast majority of respondents to an MIT Sloan Management Review survey of 2,037 business professionals said that their organization needs to step their use of analytics to make better decisions.

It’s evidence that supports a growing trend: marketers are now accountable for new business, and are being held to quantifiable benchmarks to vouch for their performance. CMOs and CEOs aren’t satisfied with qualitative evidence that marketing is working, they want numbers—and so do their boards.

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