Many marketers now have stacks of marketing technology at their fingertips, but new research suggests that much of it is not optimized for use across the organization.
Ascend2 recently published the results of its “MarTech Stack Optimization Survey,” and statistics showed that most marketers (39%) are still working on implementing a strategy for optimizing their martech stack. Just 19% of respondents said that they already have a strategy in place, while the same percentage stated that they are still working on creating a strategy altogether.
Ideally, most marketers (55%) would like to improve marketing efficiency through their martech stack optimization strategy. However, they face several barriers to success.
In terms of challenges to martech stack optimization success, most marketers cite improving marketing efficiency as an issue (40%). Thirty-eight percent believe improving attribution of revenue is a problem, and 36% cite integrating disparate systems.
Martech Utilization Strategy Success Remains Low
This is not the first research to suggest that marketers are struggling with their martech stacks – previous data indicated that many have only been moderately successful with utilizing these assets.
Ascend2 conducted the “Marketing Technology Utilization Survey,” and the results suggested that the majority of marketers (52%) have only been “somewhat successful” with their existing martech utilization strategy. Those who have been “very successful” (43%) are the “best-in-class” marketers.
Increasing marketing ROI (47%), improving marketing efficiency (40%) and attributing revenue to marketing (39%) are the most critical challenges to the success of marketers’ martech utilization strategies.