Gartner Research

Survey Analysis: Tailor Your Marketing Technology Strategy to Your Organization’s Adoption Status

Published: 26 February 2019

ID: G00373356

Analyst(s): Andrew Frank


As marketing technology innovation continues to accelerate, the gap is widening between marketers who eagerly adopt everything in sight and those who lack a viable technology stack. Marketing leaders must adapt their martech approach to their state of adoption.

Table Of Contents

Survey Objective

Data Insights

  • Adoption Segments Cut Across Size, Industry and Business Models
  • Enthusiasts Are Rarely Disappointed
    • Key Take-Aways
  • Rookies Are Eager but Cautious
    • Key Take-Aways
  • Bargainers Must Master Integration
    • Key Take-Aways
  • Appendix: Which Type Are You?
  • Methodology
  • Definition

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