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A new study from Chief Marketing Technologist underscores just how important marketing technology has become to many marketing leaders.
More than a quarter (26.9%) of respondents polled in September said they are completely restructuring their marketing and IT departments to make better use of marketing technology. What’s more, 14.9% hadn’t yet started such an undertaking, but planned to do so within the next 12 months.
Meanwhile, others are ahead of the curve. Nearly 19% of marketing leaders polled had restructured their marketing and IT departments within the past year, while another 12.4% did so more than a year ago.
But reorganizing a department is just one way that marketers are investing in marketing technology. Having someone explicitly in charge of leveraging the technology is another.
In the study, 52.7% of respondents said they already had taken steps to name a martech leader. And while 21.5% said they didn’t have anyone in such a role yet, they had plans to within the year.
By and large, marketing technology has become a standard part of managing a business, and many companies are already shifting away from their initial focus on platforms to focus more on data.
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