Published: 06 June 2023
Marketing operations leaders in financial services are prioritizing journey orchestration, but face challenges achieving their martech goals. To successfully execute a multichannel marketing strategy that addresses these challenges, take three actions to evaluate both tools and team skill sets.
Eighty-two percent of financial services marketing operations leaders surveyed indicate that they’ve either fully implemented or are implementing customer journey orchestration within their organization. However, 69% of the organizations in the financial services industry say that either critical or noncritical gaps exist in their current martech stack for customer journey orchestration.
Sixty-three percent of financial service marketing operations leaders surveyed report sole decision-making responsibility for martech strategy, but the majority lack the technical skills within their marketing team to successfully operate (55%) and integrate (60%) the technologies in their martech stack.
A difference of only 15% separates
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Join your peers for the unveiling of the latest insights at Gartner conferences.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
