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NEWS: Marketers condemn lack of investment in marketing technology

Marketers believe their companies are not doing enough to adopt the right technologies, according to research by Walker Sands.

A staggering 69 per cent of US respondents cited budgetary restrictions as a factor holding back their company from implementing marketing technologies.

Only nine per cent of respondents strongly agreed that their company invested the right amount in marketing technology, while 42 per cent disagreed.

Other stumbling blocks included difficulty of implementation/integration (35 per cent), internal resistance to change (33 per cent) and lack of executive buy-in (22 per cent).

Walker Sands commented: “Without a grasp on the new martech decision-making process, tech sellers will never be able to connect with prospects across multiple touch points and truly penetrate prospect organisations.”