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https://www.cmswire.com/digital-marketing/martech-stacks-are-being-underutilized-by-marketers-how-much-does-it-matter/

How Much Does Martech Stack Utilization Matter?

2020-12-15 15:22:21, By Dom Nicastro
|
Dec 3, 2020

CHANNEL: Digital Marketing, CMSWire.com

Content Categorization
/Business & Industrial/Business Services

Word Count:
1125

Words/Sentence:
24

Reading Time:
7.50 min

Reading Quality:
Adept

Readability:
13th to 15th

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Ben Bloom, one of the Gartner analysts who authored the report, said he thought marketing teams over the year would get their minds around their technology investments and try to improved their work processes around these advanced marketing tools.

Lack of Tool Expertise & Results Play Into the ProblemMartech that goes "unused" may also be a case of internal problems: time, effort and skills being some of them, according to Darrell Rosenstein, managing partner of The Rosenstein Group."

The message to martech vendors is "make it easy, make it integrate well and make it work for me.""My opinion is that utilization is the wrong metric," said Scott Brinker, author of the Chief Marketing Technologist blog and creator of the Martech Supergraphic.

He added that marketers may need to be in contract renegotiations with their martech vendor considering the fluidity of the economy and health crisis."A lot of the buyers might be asking their larger vendors for concessions," Bloom said.

Marketers face more budget cuts (60% expect moderate to severe cuts to their martech budgets, according to Gartner) and must contend with the disruptive economic and government-level policy changes due to the COVID-19 pandemic.

Keywords
cmo, marketing technology, marketing, technology audit, #martech, dxm, marketing stack, cxm, gartner

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