Gartner Research

Survey Analysis: Larger Marketing Technology Budgets Are No Guarantee of Success

Published: 19 March 2019

ID: G00385169

Analyst(s): Benjamin Bloom

Summary

Marketers purchase new technologies to solve business problems but struggle to fully adopt and demonstrate ROI from these new tools. Marketing leaders must set realistic expectations to ensure rising investments translate into cost-effective business impact.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Technology Teams Ride a Wave of Investment but Struggle to Grow ROI
  • Martech Investments Deliver an Uneven Impact Across Industries
  • Investment Success Stems From Cross-Team Collaboration With IT and Finance
  • Methodology
    • Additional research contribution and review:

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