Many companies come to us for help because they're not getting the results they need from their marketing programs. With clusters of interrelated issues, companies often find it hard to pinpoint the problems. This leaves them feeling as if their martech is just a mess.
When we investigate, we often find a big source of frustration comes from a gap between the capabilities of their tech stacks and how they actually use them.
How common is tech frustration?
Sixty eight percent of martech leaders continue to face challenges using their stack to its full potential, according to a new Gartner study, 2020 Marketing Technology Survey: Cost Pressures Force Martech Optimization and Innovation. It found respondents use just 58% of their stack’s full breadth of capabilities, citing challenges with cross-functional collaboration, a sprawling array of martech solutions and a lack of a solid customer data foundation.
With utilization challenges being so common, we also see many common signs in the ways they reveal themselves. So,...