The growth in scale and power of martech has been stratospheric, with an explosion of hype and investment in platforms and systems, many of which are barely out of their ‘beta’ development phase. But is that all about to change?

Are we on the cusp of a profound re-evaluation of martech as deployed and utilized by B2B marketers? This was the question we sought to address in a major new report, created in conjunction with Stein IAS, as well as addressing how B2B marketing leaders manage this bewildering array of technology to deliver success for their organizations.

To produce it, we interviewed nine CMOs and marketing directors, on both sides of the pond, to candidly examine the challenges and opportunities created by martech. The result was an engaging and insightful picture of an industry in transition.