0% Poor Quality Data
The majority of CMOs would do well by focusing on the connection of the Martech Spine, but only 26.5% of marketers have this in place.
of marketers don't have their Martech Spine established.
Marketing don’t have any focus on building collateral for the Sales team
Marketing provide Sales with some of their sales collateral
Marketing enable Sales with most of their sales collateral
Marketing provide Sales with most of their sales collateral and use marketing technology to drive better results
In many organisations, their marketing technology strategy is often driven by the marketing operations function. B2B Marketing put together a great infographic on what builds marketing operation excellence.
of Marketers believe that Sales and Marketing are equally respected.
Just over 31% of respondents defined their Marketing department as equally respected to the Sales team, and 28% believe they are a change agent and driver of new thinking. 22% said they were only responsible for events or creative marketing material, and just 1 in 5 described themselves as source of sales leads. Controversially, 69% of Marketers said sales and marketing were not equally respected.
Many organisations have over implemented marketing technology to the point of internal chaos and confusion. Our CEO and Co-Founder, Adam Sharp, presents the 4 imperatives for marketers looking to implement and optimise marketing technology.
Marketing avoid data as the team aren’t that analytical and don’t understand data
Marketing analyse data to some extent but they don’t make decisions from it
Marketing are trying to drive a data-driven culture
Marketing make all significant decisions based on data analysis and operate in a data-driven culture
According to the Gartner CMO Spend Survey 2018-19, martech now accounts for a whopping 29% of total marketing expense budgets. This is more than they spend on staff (24%).
76% of marketers use a partner in varying levels of capacity to aid in their martech campaign delivery.
Majority of execution in-house, some outsourced
Majority of execution outsourced
All martech execution outsourced
All execution is in-house
% of marketers will change platform within a few years
What are the main reasons behind 57% of marketers looking to change marketing technology platform?
Half of those in the US found having a single view of prospects to be their greatest improvement - for those in the UK this is only 33%. In enterprise businesses, over half said increased accountability was the driver behind improved Sales and Marketing collaboration.
There is a shortage of marketing technology experts in the market, with senior marketing leaders struggling to hire the right skills. More demand than supply is driving a war for martech talent.
We look at the 3 types of reports that marketers need to build to be able to demonstrate their value to the rest of the business.
of UK Marketers can show some form of campaign ROI because of their Marketing Automation investment.
The Decentralised Approach
The Centralised Approach
The use of Marketing Generalists
The State of Martech Report 2020
Campaigns are executed in a tactical fashion to meet immediate business needs
Campaigns are planned and executed on monthly or quarterly cycles. Contacts receive communication in line with these cycles
Campaigns are planned holistically as part of a campaign framework. Contacts receive content aligned to their segment and funnel stage
To further support your strategy and the business case for marketing technology investment, what content would you like to see more of?