Gartner Research

How to Avoid Martech Abandonment and Maximize Technology ROI

Published: 28 February 2017

ID: G00320355

Analyst(s): Adam Sarner


Marketing leaders report higher rates of marketing technology abandonment where solutions are complex, redundant, unfamiliar and don't meet performance expectations. Use this research to improve your martech investment planning, galvanize your team and maximize ROI.

Table Of Contents
  • Key Challenges



  • Define Your Business Goals — And the Data Required to Meet Them
  • Assess Your Ability to Support Marketing Technology Investments
    • Use Gartner's Marketing Maturity Assessment to Gauge Capabilities
  • Apply Added Rigor When Calculating Martech ROI
    • Shed Redundant Tools to Release Additional Resources
    • Calculate the Hidden Cost of Agility
    • Consider the Impact of External Support on ROI

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