In 2023, martech utilization was only at 33% per Gartner - a steep decline from 42% in 2022 and 58% in 2020.
Ultimately, martech platforms must address two types of marketing problems: customer-facing communication issues and internal challenges.
Marketers are in a strategic position to help increase the use of martech tools.
Treat your marketing processes like any new customer-facing campaign or channel for optimizing martech utilization.
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