"As organizations invest heavily in martech and personalization, marketing leaders face a familiar challenge - turning those investments into real business impact. Despite increasingly sophisticated tools, many teams struggle to realize martech's full potential, often because critical talent and expertise are missing. The solution lies not in the technology alone, but in the roles and skills that bring it to life. Three roles in particular - channel marketers, personalization specialists and data and analytics professionals - are emerging as the primary drivers of martech success."
"Martech stacks are growing more complex, yet many marketing organizations remain constrained by skills gaps and siloed teams. The result is underutilized technology, fragmented customer journeys and campaigns that fall short of their potential. Marketing leaders consistently cite challenges in scaling personalization, using data to guide decisions and delivering cohesive cross-channel experiences. At the core is a lack of investment in specialized talent and the roles needed to connect technology with strategy."
Organizations invest heavily in martech and personalization but struggle to turn investments into real business impact due to talent and expertise gaps. Growing martech stacks combined with siloed teams lead to underutilized technology, fragmented customer journeys, and underperforming campaigns. Marketing leaders face difficulties scaling personalization, using data to guide decisions, and delivering cohesive cross-channel experiences. The core issue is insufficient investment in specialized talent and roles that connect technology with strategy. Prioritizing development of channel marketers, personalization specialists, and data and analytics professionals enables orchestration of multichannel campaigns, scalable personalization, and data-driven decision making to maximize martech value.
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