Gartner Research

Survey Analysis: Maximize Marketing’s Impact by Taking a Best-of-Breed or Integrated Suite Approach to Martech Investments

Published: 07 November 2018

ID: G00354417

Analyst(s): Benjamin Bloom , Bryan Yeager

Summary

Marketing technology leaders have a choice: Select best-of-breed point solutions from multiple vendors, or invest in an integrated suite from a single provider. With the right leadership, resources and coordination, either approach can yield strong results.

Table Of Contents

Survey Objective

Data Insights

  • Most Marketers Prefer a Best-of-Breed Approach, but the Integrated Model Has a Stronger Following
  • The Presence of a Dedicated Martech Leader Drives a Best-of-Breed Preference; the Lack of One Signals an Integrated Approach
  • Brands That Fail to Define a Clear Martech Strategy Risk Ineffective Resource Allocation and Deployment Impact
  • Marketing’s Relationship With IT Influences the Organization’s Martech Selection Approach and Collaboration Level
  • Marketers Taking an Integrated Approach Rely on Existing Vendor Relationships to Inform Decisions; Best-of-Breed Marketers Turn to Broader Sources
  • Technology Selection Preference Influences Marketing’s Approach to Integrating the Martech Stack
  • What to Do Next
  • Methodology
  • Definitions
    • Additional Contribution

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