Good morning Marketer, remember earlier this week – when we said we’d share more findings from our Forecast 2021 survey?
Well, based on that survey of nearly 100 marketing professionals, martech is not expected to take nearly as big a hit as other areas as we move into 2021. According to our survey, 55% of respondents expect their advertising and campaign budgets to take the biggest hit for 2021, compared to martech spend (18%) and personnel (16%).
The findings align with Gartner’s recently released 2020 CMO Spend survey, in which 24% of respondents said martech spending would still be a priority in 2021 despite the upheaval.
For marketers managing fragmented customer data or deploying high-volume campaigns enabled by marketing technology, the benefits of martech are already proven. But 60% of respondents admit they still have to prove martech ROI to their organization and 13% said martech is just looked at as a cost center. Only a quarter of respondents said their executive team knows martech is mission-critical to marketing success.
Read the full analysis on our Forecast 2021 survey here.
Taylor Peterson,
Deputy Editor
