The results are in. And they are grim.
A new study from the CMO Council finds that, while 30 percent of the CMOs who manage and integrate technology into their overall marketing strategy are experiencing tangible business results, only three percent of the survey respondents reported that they were doing extremely well at integrating marketing technologies (MarTech) across functions.
The survey compiled results from conversations with 150 senior marketing executives for a report (and subsequent webinar) called “Quantify How Well You Unify.” The 38-page report was designed to discover how well CMOs unify digital systems and the success they are seeing from such unification.
As we all know, true marketing technologists are rarer than unicorns. But 3%?! It is possible CMOs are simply being humble. But more likely, the true potential of marketing technology is still being discovered. How will your marketing team find the gaps, pivot and get to market unscathed?
This study has us asking: How do you become a Marketing Technology ‘Three-Percenter’? How do you become one of those marketers so comfortable in their abilities that they are ready to shout it from the rooftops? Addressing the issues below is a good place to start. Continue reading