Big numbers are definitely important especially for $122 billion plus MarTech industry with over 20% yearly growth rate. We also know that 70% CMOs are going invest more in MarTech this year. One shocking number though is, number of brands failing to adopt technology and replacing platforms, moving from one to another with new promise.
Every time I see company dumping tech or ignoring impact of same I wonder is Marketing technology failing companies or companies failing technologies. The question that we are trying to answer is Are the MarTech solutions on hand being used optimally? Is the stack being used to its full potential?