Underutilized martech poses both external and internal operating risks for CMOs. In order to improve martech adoption and increase utilization, CMOs must follow three steps: prepare, operationalize and learn.
Key research findings:
- 25.4% of marketing budget is spent on martech, but less than half of marketing tech is fully utilized, which creates the risk of significant budget cuts.
- The top 3 reasons marketers cited for underutilized martech are the complexity/sprawl of the martech ecosystem, overlapping features, and difficulty identifying and recruiting marketing talent to drive adoption.
- 21% of marketing leaders in the 2022 Gartner Marketing and Communications Technology survey said they lack technical skills within their marketing teams to successfully integrate and operate some of the technologies within their stack.
Interested in learning more? Join CMOs and marketing leaders at Gartner Marketing Symposium/Xpo 2023.