Gartner Research

Survey Analysis: Use This Technology Life Cycle Framework to Plan and Negotiate Your Marketing Technology Acquisitions

Published: 12 April 2017

ID: G00321792

Analyst(s): Andrew Frank


Marketing leaders can use the survey-based, data-driven technology life cycle framework detailed in this research to refine martech roadmaps and gain an edge in negotiations with vendors.

Table Of Contents

Survey Objective

Data Insights

  • Data and Analytics Is the Most Active Category of Marketing Technology
  • Web Operations Looks to Personalization
  • Many Marketers Still Leave Ad Tech to the Agency
  • Direct Marketing and Marketing Management Technology Are Maturing
  • Content and Customer Experience Technology Appear Ripe for Disruption
  • Summary and Recommendations
  • Methodology
  • Definitions

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