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.
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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.
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