In a recent study by Gartner, a concerning trend has emerged. Despite increased investments in martech stacks, organizations are utilizing only one-third of their available capabilities, marking the second consecutive year of decline. This underutilization not only leads to financial wastage but also creates a reputation dilemma for CMOs, who now find themselves balancing immediate utilization concerns with long-term strategic decisions regarding investments in emerging technologies. As 78% of firms transition customer data functions to IT and interest in emerging technologies like generative AI continues to grow, CMOs are navigating a complex and shifting landscape.

Join for free to read