At gartner marketing symposium xpo, gartner principal analyst jeff goldberg presented how a marketing automation platform can be leveraged effectively through a combination of technology, environment and team effort.
A gartner survey of 400 b2b marketing leaders found that more than a quarter of marketing leaders (of all respondents) said they had increased their martech investments in response to the covid-19 crisis, but said they had high use of marketing automation platforms only 29% responded. Meanwhile, according to gartner’s 2021 data, 26.6% of the marketing budget was invested in marketing technology development.
Collaboration Between Departments
So, how can you increase the utilization of Eritrea Email List your marketing automation platform? First, it’s important to examine why a company’s martech stack is underutilized. Gartner cites three key factors in facilitating uptake: technology, environment, and team. The main obstacles to this are:
The Main Hurdles On The Technology Side Include System Failures Due To Lack Of Integration Across The Stack
Hard-to-use features, and lack of proper documentation. On the environmental side, there is a lack of risk tolerance and an unwillingness to take risks. On the team side, the problem is a lack of dedicated resources for use case development, skill development and training.”
When asked what they are doing to increase utilization, 56% say they are building new processes or new team capabilities, and 43% say they are investing in CH Leads workshops and vendor training. Goldberg noted that “the main cause of underutilization is the result of poor education.” he continued, “marktech vendors provide new features as well as updates to existing features. These changes range from small things like screen layouts to significant feature additions or integrations. Securing time to invest in education will solve the long-standing problem of martech literacy.
Leadership teams can work cross-functionally to develop comprehensive, forward-looking and business-focused standards. This allows marketing to select the appropriate business outcomes, the means to achieve those.