Gartner Research

Best Practices to Improve Martech Utilization

Published: 01 February 2023

Summary

Organizations are stuck in a cycle of proliferating martech acquisition and underutilization. Digital marketing leaders can interrupt the cycle and increase martech utilization by developing cross-functional communities of practice and enabling product champions to steward their adoption goals.

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Overview

Key Findings
  • Marketing organizations continue to invest heavily in marketing technology without adequately addressing barriers to existing martech utilization and adoption.

  • Successful companies improve tech stack utilization by deploying processes and structures that facilitate information capture, best-practice sharing and the unification of disparate products and teams.

  • Marketing organizations can more efficiently manage growing tech stacks by powering individual product governance with an aligned “product champion” who serves as the primary contact for all product-related activities throughout the life cycle. Product champions, commercial leaders, marketing, IT and risk management stakeholders leverage transparent communication to govern the martech stack.

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Digital marketing leaders responsible for driving

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