Why Are Marketers' Tech Stacks Collecting Dust?
While one Gartner survey shows CMOs face pressure to cut budgets and ramp up ROI, another finds as much as two-thirds of their martech goes unused
Martech utilization rates keep plummeting, according to a recent survey. One reason marketers don't use more of their technology is because marketers and/or their agency partners fail to take charge of the applications within their organizations. Problems with customer data, a complex ecosystem, and rigid governance also contribute to underutilization.
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