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BOT TOM LINE IMPACT
Finding #1: Strategy is still a major obstacle to success.
When we asked leaders which best described their current situation as it applies to optimizing a martech stack strategy, a
high percentage (53%) said they have no strategy or were in the process of developing a strategy. Just 20% reported that
they have already implemented a strategy.
The Bottom Line
Slow down! Don't become so busy doing things that you skip the critical step of developing a strategy. Ask the right
questions. Have short-term and long-term plans with key milestones mapped out to ensure you meet your 1, 3, 5 and
10 year goals. Remember the wisdom of that old adage, "measure twice and cut once."
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Finding #2: Leaders think about ROI all the time and so should you.
When we asked leaders about barriers to martech stack optimization, they ranked, increasing marketing ROI, as the second
biggest challenge. When we remove senior-level leaders from the data, increasing marketing ROI drops to the 4th place. The
same thing occurred when we asked about key priorities for a martech stack optimization strategy. Senior-level leaders rank
ROI much higher than other marketing professionals.
The Bottom Line
Think ROI! When developing a strategy or plan that needs senior-level approval, always look at how you can answer
the question of ROI.
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Finding #3: Leaders are planning to invest in technology,
but they need a plan.
The vast majority of leaders (79%) are already investing in martech stack or intend to invest in it. Leaders understand the
importance and benefit of technology, but they need a clear plan for what is needed and the results they can expect from
that investment.
The Bottom Line
Martech needs to work for you! It is a key component of any credible B2B marketing strategy so it's not surprising that
the majority of leaders surveyed plan to invest in it as a means to enabling their top goals. Leverage technology that
improves marketing efficiency, increases ROI, and improves the customer experience.
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