As organizations begin to take marketing technology (martech) more seriously, new research shows that CMOs would like their teams to focus more in this area as well.
BrandMaker recently published the “2021 State of Marketing Operations” report, and statistics showed that the majority of CMOs (51%) would like their team to better integrate their martech stack at some point in 2021. The majority of CMOs (42%) also said that they have “pockets of great martech,” but there are gaps that impact their abilities.
“One of the most worrisome aspects of this survey is the high dissatisfaction rate in the technology that is supposed to lift their marketing efforts and help them gain tangible results,” wrote the authors of the report. “Only one in 10 (10%) CMOs characterize themselves as completely satisfied with their martech stack, which leaves ample opportunities for marketing ops teams to seek out more relevant solutions to deliver the desired business outcomes and close the gaps in their existing technology.”
Martech Continues to Be a Priority for Marketers
Despite the fact that marketers have not been utilizing martech to the best of their abilities, previous research shows that they have been committed to investing in this area.
Tealium conducted its “State of the Customer Data Platform” report, and data showed that most marketers (89%) will spend more on martech than they did last year. Additionally, about 32% claimed that they would be spending “significantly” more than they did before.
However, martech isn’t the only area that marketers are investing in. Artificial intelligence (AI) appears to be a big component of marketers’ plans, with nearly 59% saying that AI capabilities are “extremely important” to achieving their priorities this year.