The decline in marketing technology budgets by 18% over six years, reported by Gartner, reflects a significant shift in control from CMOs to IT and CFOs, highlighting ongoing trust issues in martech effectiveness.
Gartner's findings indicate that as CMOs lose influence over martech budgets, IT and CFOs are prioritizing cost over the unique capabilities of various marketing platforms, potentially leading to ineffective consolidations.
CEOs and CFOs often question the value derived from martech investments, with risky consolidation of tools that share core functionalities potentially undermining critical marketing capabilities.
While financial decision-makers may view cost-saving consolidations as beneficial, they neglect the unique competencies essential for strategic marketing, rendering cost-centered metrics insufficient in measuring martech's true value.
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