Published: 19 July 2023
Most marketing technology initiatives have a myopic focus on tech acquisition and integration, leading to underutilization. Marketing operations leaders can unlock the ROI of their martech investments through a broader maturity model that includes data, organizational processes and governance.
Respondents to Gartner’s 2022 Marketing and Communications Technology Survey cited the complexity of the marketing technology (martech) ecosystem, overlap among solutions, and difficulty identifying and recruiting talent as the most common impediments to improving utilization of marketing technology. These pain points illustrate a failure to pay attention to the people and process dimensions of technology management.
Martech teams that focus only on the acquisition and integration of technology in their stack, and overlook the vital role of improving utilization, imperil their success and risk their budgets. Over time, maturing organizations recognize that people and processes constrain the ROI of
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