Jun 2018 Ross Benes
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Facts & Stats
Jun 2018
In an April survey of 500 marketing executives in the UK and US by Wipro and Coleman Parkes Research, just 8 percent of respondents said they plan to decrease the amount of money they invest in marketing technology next year. By contrast, nearly two-thirds said they plan to spend more on marketing technology next year.
Source: emarketerJun 2018
On average, marketers surveyed by Wipro and Coleman Parkes Research spent $682,000 on marketing technology.
Source: emarketerJun 2018
Forrester predicts that marketers will spend $17.35 billion on marketing automation alone in 2018.
Source: emarketerApr 2018
According to a new study, 75 percent of chief marketers acknowledge that their jobs could be on the line should customer experience strategies fail. Moreover, nearly half of marketing respondents believe it is possible that their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.
Source: CMO.comApr 2018
Marketers have a mixed view of the state of customer engagement as 41 percent say that systems that fail to connect or deliver a unified view of the customer experience across all touchpoints have done the most to threaten the execution of the CX strategy.
Source: CMO.comApr 2018
73 percent of marketers feel that a single view of the customer is possible, but 53 percent say that achieving this view will depend on having the right technologies in place.
Source: CMO.comApr 2018
By 2022, CMOs in the US will spend over $122 billion on investments in marketing technology (martech) and services.
Source: forresterNov 2017
After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017.
Source: chiefmartecNov 2017
The percentage of the CMO’s budget that is allocated toward marketing technology has dropped by 15 percent, from 27 percent of the CMO’s budget in 2016 to 22 percent of his or her budget in 2017.
Source: chiefmartecNov 2017
Enterprise CMOs are still allocating 22 percent of their budget to marketing technology.
Source: chiefmartecNov 2017
For every $1 spent on marketing technology, $2.36 is spent on internal staff and external services.
Source: chiefmartecMar 2017
Only 8 percent of marketers have been able to implement and onboard systems in an effort to establish a best-of-breed model of technologies and platforms.
Source: CMO.comRead
Articles
Apr 2018 Scott Brinker
Marketing Technology Landscape Supergraphic (2018): Martech 5000 (Actually 6,829)
Apr 2018 Shar VanBoskirk, Drew Green with Keith Johnston, Sharyn Leaver, Olivia Morley, Rachel Birrell
The US Marketing Technology and Services Outlook, 2017 to 2022
Mar 2017