Make Martech pay off
A KPMG and CMO Council Research Report
The future of Martech relies on CMO-CIO relationships.
As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. CMOs are under immense pressure to better allocate resources, improve the customer experience, and grow revenue. Marketing Technology (Martech) lies at the heart of these challenges.
This research explores how leading marketers are maximizing value from Martech investments to drive stronger, measurable returns. Success starts with a strong relationship between the CMO and CIO.
This report covers the following questions:
- Why is building an effective relationship between marketing and technology important?
- How can CMO and CIOs get to a very effective working relationship?
- What does a highly effective relationship look like?
- What kind of outcomes can be expected?
Get the Making Martech Pay Off report
A KPMG and CMO Council Research Report
Findings
1. The struggle is real
Marketers across industries struggle to get value from their Martech.
55%
of all CMOs struggle to keep pace with Martech innovation
70%
of all CMOs lack a multi year strategic plan for Martech
60%
of all CMOs fail to use ROI to measure martech performance
2. Better together
3. Make Martech Pay Off
Methodology
200
US marketing leaders
12
Industries represented
10
In depth interviews with CMOs and CIOs
The Force Multiplier Research series
CMOs are under increasing pressure, particularly coming out of 2020. The role of CMO has transformed from managing brand and promotions to truly enabling enterprise strategy and performance. Collaboration across the C Suite is critical. In 2022 the series will explore the working relationships between marketing and procurement, finance, sales and commerce.
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