Human beings love tools. And as marketers we like a tool as much as the next professional. Of course, we need martech to make the magic happen. We believe it — furthermore, we are trained to believe it by the market. With so many technologies racing to solve marketing’s every challenge, combined with marketers’ desire to evolve and advance, it is no wonder we end up with more tools and features than we are able to fully utilise.

To look at a particular area within Martech, Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs saw a continued evolution of AI and ML capabilities embedded among a growing set of features. Primarily aimed at providing marketers the tools to deliver progressive marketing campaign optimisation and personalised experiences. In other words, some wonderful examples of marketer tool development leveraging advanced technologies.

However, the overall utilisation of marketing technology is stifled, as is exhibited in Gartner’s 2020 marketing technology Survey with respondents citing utilisation of only 58 per cent of their stack’s full capabilities.

But why?

Part of the answer can be found in Gartner’s 2021 Digital Marketing Survey. This year’s results provide clear signals as to where digital marketing leaders feel the most pain. “Delivering personalised experiences to customers” is fifth in the list, with 63 per cent of respondents stating that it represents a moderate to significant challenge. However all of the challenges cited above it are enablers to it. Such as “leveraging integrated customer data to drive digital marketing execution” or “hiring qualified personnel to support digital marketing efforts”.

It comes as no surprise, given the breadth of dependencies, and level of challenge, that delivery of personalised marketing messages and experiences requires more than just the right combinations of marketing technology features.

How  do you remedy this problem?

Gartner research addresses many aspects of this complex set of challenges, and there’s no silver bullet here. However, Best Practices to Improve Martech Utilisation suggests an alternative perspective to technology-first orientation, instead focusing on people and process as the principal enabler.

Resources are biased in this scenario toward ensuring people and process evolve in concert with the technology and data environment, as opposed to resources being biased toward technology and data implementation outcomes.

For most marketers, the capabilities of their martech stack exceed the capability of the organisation to use them. Martech utilisation will never be 100 per cent. This is about finding the right orientation, and saturation point of martech utilisation that creates most value for your organisation and customers.

For a deeper dive into how this can be done, Gartner for Marketers clients should check out Best Practices to Improve Martech Utilisation.

This article is republished with permission from Gartner

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