Martech utilization problems: how to diagnose and remedy them
Martech utilization sucks. At least that’s the conclusion one draws from Gartner’s latest 2023 Marketing Technology Survey, which includes the above chart. “Thinking about the totality of the capabilities made available by marketing technology, what percentage of those capabilities are being utilized by your company today?” The average response to that question has dropped steadily for the past four years, from 58% in 2020, to 42% in 2022, to a dismal 33% here in 2023. …
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