Good morning, Marketer, and Gartner is being disruptive again.
And why not? The analyst firm has certainly been offering food for thought this year. Back in the spring, they called on brands to just give up on the 360 degree view of the customer: it’s not working, they said, or if it is working it’s too expensive. This week, they observed that a growing portion of that valuable martech stack is underutilized.
In his weekly Chief Martec newsletter, Scott Brinker had some pointed questions about these findings: “How does one determine what percentage of their capabilities are being used? How does extent of usage or frequency of usage of a particular capability get factored into this? Is there any quantitative analysis being done here at all by respondents, or is it just gut feel?” But he admits that, if it is just a gut feel, it’s a disturbing one.
Are you getting the most out of your martech stack? We may not have the final answer to that question, but we’ll be advancing a lot of ideas about it and a stack of actionable advice, at the The MarTech Conference in September. Registration is free.
Kim Davis,
Editorial Director
