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Strategy First
How marketers can avoid common technology pitfalls and drive real ROI

Technology is widely recognised and understood as a central pillar of marketing — largely because marketers rely on technology to unlock the value of their consumer data assets. But lately, we have detected a growing discomfort among marketing leaders related to the value they’re extracting from their marketing technology investments.

A number of factors are causing this unease for CMOs and their teams, these include:

  • Growing recognition that marketing clouds may not always be as integrated as portrayed by the vendors
  • Concern about the skills available in the market to master the platforms, and 
  • Unanswered questions about the relative responsibilities of other stakeholders.

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Research Report: Strategy First

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