‘Martech That Matters – And For Marketers Who Actually Use It’ – Forrester
Peter O’Neill says, “Sick of scouring sector landscapes with thousands of vendor logos organized into loosely defined categories? I mean, do you really need to know the names of scores of predictive analytics vendors out there?
What’s the total Martech ecosystem going to tally this year – 7000+ vendors?
Actually, yes. Yes it is. As my colleague Joe Stanhope wrote in a recent blog: “it’s hard to remember a time when there was such an unhealthy and unsustainable technology ecosystem.”
At Forrester, we’ve covered marketing technology and the now overused term – “left-brained marketing” – for nearly fifteen years. We’ve come a long way as an industry since then, and today Forrester’s B2B marketing clients now enjoy step-by-step playbooks like the Lead-To-Revenue Management (L2RM) Playbook that help them get more out of their technology investments. This is becoming more important every day. Why? Because marketing technology now commands one-fifth of overall marketing budgets for B2B marketers. That’s already a sizable chunk, and we expect it to climb quickly because 41% of these marketers tell us that they still lack the technology they need to grow their business”.
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