Most marketers today are working on implementing necessary marketing technologies at their organization, according to an Ascend2 report, which finds that their martech strategies revolve primarily around increasing ROI and improving marketing efficiency. But while marketers are confident that their strategies will put them on the path to success, they are facing several barriers.
The 145 marketing influencers surveyed – of whom 80% were primarily B2B-focused (63%) or equally focused on B2B and B2C (17%) – said that the biggest barrier to marketing technology success is integrating disparate systems. A new study from Econsultancy and Sitecore also finds challenges in this area, with close to half of respondents saying that their understanding of the costs of connecting disparate systems is “poor.”
Beyond the strategic difficulties inherent in integrating various systems – which has long been a problem in this area – the Ascend2 report also identifies certain specific technologies which are proving more difficult to implement than others. Read the rest at Marketing Charts.