Only 42% of marketing technology was being fully used in 2022 — down from 58% in 2020. Don't underutilize your martech. Here's 10 steps to unlock the full potential of your martech stack: GartnerMKTG
Inventory your marketing solutions and organize them within a functional framework to avoid unnecessary costs and duplication. Recent Gartner research shows that marketing solutions often feature common or overlapping capabilities This reduces utilization — and the return on your technology investments.Technology complexity is another top obstacle to martech utilization.
. Take it a step further by identifying the dependent data of each system, then create a comprehensive framework for acquiring, organizing, storing, analyzing and then delivering marketing data to fuel your objectives.By using a RACI matrix, you’ll avoid confusion and empower your team to successfully implement the latest martech tools. This framework not only clarifies who is responsible for each task, but also ensures accountability for the project’s success.
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