Most companies plan to increase their martech budget annually. However, about 60% of CMOs also reported having annual or quarterly marketing technology audits or implementation projects, leading to overlapping evaluation and implementation processes for new platforms.
Only 62.1% of marketing activities currently use marketing technology, indicating room for growth despite an increase from the previous year. The challenge lies in aligning ongoing expansion in investment with effective technology usage throughout all marketing activities.
The top priority for CMOs when adopting new marketing technology is aligning with the company's goals. Optimizing existing tools, enhancing customer experiences, and building stronger capabilities rank high, while talent acquisition for implementation ranks lowest.
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