Marketing leaders struggle to make progress in the utilization of their marketing technology (martech) stack capabilities, according to
This comes despite continued investments in new technology, with marketing leaders spending 26% of their marketing budgets on martech, according to Gartner's
"Marketing teams are leaving martech's potential untapped, imperiling both their credibility and impact," said
Gartner research shows that 29% of marketing leaders indicate that training and upskilling existing martech talent is a major impediment to their martech stack effectiveness. Meanwhile, 27% of marketing leaders report either integration between martech solutions or identifying and recruiting martech talent as being the largest impediment to effectiveness.
Martech teams increasingly take a "best-of-breed" approach to selecting new technologies. Fifty-seven percent of marketers prefer to build their stack through various solutions from different providers, versus 29% who prefer an "integrated suite" approach. Marketers in
Gartner recommends following a two-step approach to better improve martech stack effectiveness:
- Pursue a Best-of-Breed Approach: Maximize effectiveness of the martech stack by using a best-of-breed strategy that capitalizes on the strengths of multiple solutions. Ensure that the organization's use of various solutions from multiple vendors remains aligned with overall business goals by formalizing a technology sourcing, procurement and vendor management discipline within your organization.
- Invest in Training: Bring skill and capability development into the martech planning. Give team members time to learn and master the technologies in the martech stack, and invest in workshops, training courses or conferences that can add new perspective. Marketing leaders should develop a business case for these activities based on improved efficiencies.
Additional details on improving martech stack effectiveness is available to Gartner for Marketers clients in the report "Marketing Technology Survey 2019: Marketing and IT Collaborate to Bring Discipline to Planning and Increase Martech Utilization and Efficacy."
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