Business leaders say their martech investments are living up to expectations – but many brands are targeting foundational use cases, like generating insights, rather than pursuing more sophisticated ones, like optimizing customer journeys.
These findings come from fresh, independent research, commissioned by Acxiom, and explored in our report, Is Martech Meeting its Value Promises? Based on a survey of 150 senior leaders at large U.S. organizations, all of whom use or are planning to use Adobe CX Enterprise, the study shows that while businesses' strategic investments are paying off, many have yet to unlock their martech’s full potential.
Download Is Martech Meeting its Value Promises?
We asked our cohort of CMOs, CTOs, CIOs, and other senior leaders to share how they’re planning to generate further value from their martech over the next two to three years. Their answers consistently spoke to the same next steps.
Next step: Increase AI readiness
For many senior business leaders seeking to maximize martech’s value, the single most important step is becoming AI-ready.
Some organizations are focused on putting the technical foundations in place by upgrading legacy platforms or embedding AI in key workflows. For others, identifying and enabling key use cases is the priority – whether that means gaining deeper audience insights or creating more relevant, channel-hopping marketing journeys.
“For us, the most important step is to …
… focus on a few high-value use cases, like AI-driven personalization and strategies, because that's where our biggest opportunity lies.” – CTO, major insurance company
Next step: Establish a martech roadmap
Linking martech investments directly to business objectives, through the creation of a strategic martech roadmap, is another common step toward maximizing ROI. Senior leaders recognize the power of roadmaps to define clear, measurable outcomes and ultimately tie martech to improvements in customer conversion, retention, and lifetime value.
“For us, the most important step is to …
… properly align marketing technology with business goals to ensure every tool drives measurable outcomes.” – CMO, large telecommunications company
Next step: Improve data and identity
Our study reveals a strong data foundation as one of the primary factors in enabling martech to exceed a business’ expectations. And it’s clear that senior leaders already understand the importance of getting their data house in order. As they prepare to make the most of their martech, many are prioritizing improvements in data quality, integration, and identity.
The need to break down silos – whether they exist between systems, between channels, or between sales, marketing, and customer success departments – is a recurring theme. In the next few years, many senior leaders will be pushing for a unified, accurate view of every customer so their businesses can start acting on real-time, data-driven insights.
“For us, the most important step is to …
… break down silos by integrating first-party data from CRM, web, mobile, email, and offline touchpoints into a single customer view.” – CIO, industry-leading travel company
Next step: Enhance in-house expertise
Making the most of martech requires the ability to use its more advanced capabilities. Our study suggests that to complement their relationships with external partners many business leaders are preparing to invest in their in-house teams.
Their plans include making all employees proficient in Adobe CX Enterprise and other key platforms, assigning clear owners for individual tools, and establishing a “center of excellence” to drive standardization and continuous innovation.
“For us, the most important step is to …
… provide training so business teams can truly master the advanced functions of tools, rather than just using basic modules.” – Chief Compliance Officer, top hospitality company
Next step: Ensure better collaboration
Whether marketing, sales, IT, or analytics takes the lead, unlocking the full value of martech investments is something no team can do alone.
Many senior business leaders plan to strengthen collaboration between the departments that martech, in an ideal world, spans and empowers. In doing so, they hope to boost alignment, efficiency, and governance, as well as create more coherent, consistent engagement experiences.
For us, the most important step is to …
“… build a proper cross-functional alignment between marketing, IT, data teams, and e-commerce.” – CMO, leading consumer goods company
Turning planned steps into forward motion
Many organizations have been discussing a few of these steps – such as strengthening data foundations and improving cross-functional collaboration – for some time.
This suggests an important step in unlocking martech’s full value is missing from the list above – namely, breaking down the barriers to change.
For many businesses, removing barriers to change will mean engaging the right martech-enablement partner. Our study highlights the leading role partners play in evaluating martech solutions and influencing investment decisions. It also shows that support from expert partners or agencies is the top reason, as reported by business leaders, when martech exceeds expectations.
If you’re looking to unlock more advanced martech use cases and drive greater value from existing or future investments, . Adobe CX Enterprise users in particular should know we have a dedicated Adobe Practice that helps brands accelerate growth and address complex marketing and operational challenges through integrated experiences, streamlined delivery, and robust industry expertise.
Dive deeper with the full research report
Business leaders are moving to harness their martech’s full potential. Our report reveals the sheer breadth of value – from improved customer acquisition to unified customer insights, and optimized journeys – they’re set to realize.
Read Is Martech Meeting its Value Promises? now to discover:
- The top three enablers of enhanced martech value
- Which martech use cases are the most popular
- When martech can fail to deliver, and why
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