The B2B problem with tech

Powerful tech solutions promise to revolutionise marketing 
departments but can all too often end up feeling like more trouble than they’re worth. Suzy Bashford asks: what is B2B’s problem with tech?

Imagine you’re about to install a piece of marketing automation (MA) software that promises to streamline the communications across your entire business. The tech wizardry sounds amazing and the vendor has said it’s only going to cost you £30,000, but is projected to drive around £300,000 in efficiencies. A no-brainer, right?