The "Martech Stack" is Dead

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.

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"73 %

of marketers don't have their Martech Spine established.

Just 22% of marketers operate in a data-driven culture and use data analysis to make decisions

Marketing have more access to customer insight and behaviours than ever before. Yet 78% of marketers are not using the data available to them to drive better decisions. 

How would you describe Marketing’s approach to Sales Enablement?


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

Are you built for marketing operations excellence?

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.

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0 %

of Marketers believe that Sales and Marketing are equally respected.

  • 30% As an equally respected department to Sales
  • 28% A change agent and driver of new thinking
  • 22% Just responsible for events or creative marketing
  • 20% A source of leads for Sales

How is your marketing department perceived within the organisation?

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.

4 Imperatives for CMOs Implementing and Optimising Martech

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. 

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How would you describe Marketing’s culture when it comes to data?


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

0% of marketing budget is allocated on marketing technology

CMOs spend more money on marketing technology than on talent

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%). 

Read Gartner Report

Martech Execution: outsource, in house, or both?

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

  • 19 No, we're seeing great results
  • 24 No, we can still do more with current platform
  • 40 Yes, we'll outgrow current platform
  • 17 Yes, we're reducing costs
8 reasons marketers migrate martech platform

8 reasons marketers migrate martech platform

What are the main reasons behind 57% of marketers looking to change marketing technology platform?

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0% of enterprise businesses say increased accountability was the driver behind better Sales and Marketing collaboration.

When asked how Marketing Automation had most improved Sales & Marketing collaboration, the top 4 results were:

  • Increased accountability between departments
  • Enabled quicker lead routing
  • Helped establish a common business funnel
  • Provided greater prospect intelligence

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.

The biggest challenges to effective data management

0% Poor Quality Data



0% Not enough data

0% Data stored in silos

0% Audience segmentation process

0 % of marketing leaders have struggled to hire martech skills

The War for Talent

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.

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Just Under 0 % of Marketers are aware of data compliance but don't factor it into their marketing strategy or planning.
Data Compliance 0 % of marketers should be taking it seriously!
Just Over 0 % of businesses implement data compliance as a fundamental part of their marketing strategy and planning.
Martech Spine

Is your Marketing department demonstrating value?

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.

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"90 %

of UK Marketers can show some form of campaign ROI because of their Marketing Automation investment.

Organisational design to support marketing technology

The Decentralised Approach

Operate a decentralised approach with martech specialists supporting the wider marketing department.

The Centralised Approach

Are operating some form of centralised marketing technology function

The use of Marketing Generalists

Don't have martech specialists, instead their martech execution is delivered by marketing generalists.

"98.5% of marketers are largely able to show campaign ROI as a result of their MA / MC investment"

The State of Martech Report 2020

Just 12% of marketers are running campaigns that are aligned to their customer's journey and interests.


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? 


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