Marketing leaders often get a bad rap when it comes to marketing technology (martech) investments, with IT leaders often citing “shiny object syndrome” as a problem. However, that sometimes-chilly relationship between marketing and IT has begun to thaw, and collaboration is at an all-time high as the two teams implement new product adoptions and execute on core marketing functions. Marketing leaders cited IT as a major detractor in the 2017 Gartner CMO Spend Survey, but CMOs now say their IT organization is one of marketing’s top supporters. In fact, 53% of marketing leaders now believe collaborating with IT has no negative impact on meeting their business objectives.
Still, marketing leaders struggle to make progress in the utilization of their martech stack capabilities. According to the Gartner Marketing Technology Survey 2019, marketing leaders report utilizing only 58% of their martech stack’s potential, down from 61% in 2018. In turn, marketing teams that utilize less of their stack’s capabilities also report a lower level of martech effectiveness in meeting business goals.
“Marketing teams are leaving martech’s potential untapped, imperiling both their credibility and impact,” says Benjamin Bloom, Senior Director Analyst, Gartner. “Translating marketing technology into business effectiveness correlates with martech utilization. With looming economic uncertainty, marketing teams need to focus on becoming more agile — putting extra emphasis on training, talent and system integration.”