The promise of marketing technology supporting improved revenue growth and customer experience has fueled a wave of marketing technology (martech) tool investments over the last few years. Organizations continue to invest billions of dollars annually in technologies like customer relationship management (CRM), sales and marketing automation and personalization tools for multi-channel marketing, content marketing and campaign management.
Despite this significant investment, many organizations are not seeing the returns expected. Many organizations are “running to adopt new technology to stay current” without making the right long-term choices.
The landscape of marketing technology is growing more complicated and expensive. New tools and ongoing innovation present many options and new opportunities at every turn. While these tools can certainly help get marketing organizations in scoring position, the process of selecting the right tools and the right timing to implement them can be overwhelming.
It takes a calculated strategy that first determines the objectives of your marketing technology program, identifies the technology strengths you have, fills in the technology gaps, and then uses these technologies in the right order.
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