Today’s marketers rely on technology to unlock the value of their consumer data. But finding the right technology solution is hard. What happens when your technology stack fails to perform as expected and a new solution must be implemented?
Through our partnership with Which-50, we set out to explore this question via qualitative and quantitative research with marketers and C-level executives in Australia. Among the study’s high level takeaways:
- Aligning technology decisions to marketing strategy is critical.
- Successful technology buyers put strategy first and clearly articulate their goals.
- Cost is not frequently the driving force behind the decision to change technology vendors.
- Technology integrations are often far more difficult than expected.
To learn more about these findings, as well as other insights from the research, download the report now.