95% of the executives we surveyed said their customer experience (CX) is in critical need of improvement1

A new study by Avanade and Sitecore exposes the roadblocks that prevent organizations from delivering the best customer experiences. It also showcases the right approach and strategy that CMOs, CIOs and CDOs alike, can undertake to optimize their martech stack and deliver a consistent and memorable CX experience.

Marketing technology - a cultural clash
61% of businesses lose revenues and 63% miss sales opportunities due to the wrong martech stack.
Marketing technology enables great customer experience - if it is done right
95%
Nearly all (95%) of the executives we surveyed said that aspects of their customer experience are in critical need of improvement.
65%
Marketers say the business is not very mature at understanding the customer experience, personalization and data analytics
Less than half have adopted
 40%
   23%
    33%
Ecommerce
Personalization
Customer journey
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Make your marketing technology smarter
51%
of marketing executives complain their martech stack is not user friendly.
72%
of executives could do much more with their data to drive impact for the organization.
Have yet adopted them
86%
79%
of executives believe that AI and machine learning are necessities for the organization
have yet to adopt them
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Time for a new sourcing strategy
71%
of executives lack sufficient martech skills in-house.
61%
of IT executives say marketing doesn’t receive the necessary training to use their martech stack effectively.
70%
of IT executives want to improve their martech stacks but don’t know where to start.
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Foster collaboration in the C-suite and throughout the enterprise
73%
of executives see a lack of collaboration between marketing and IT.
69%
of executives see a lack of collaboration between the CIO and CMO.
71%
of marketing respondents say IT lacks insight into digital marketing tools.
68%
of IT respondents say they have more important things to worry about than marketing technology.
56%
of marketing respondents with martech stacks say the IT department built it without their input.
59%
of IT respondents say the CMO hasn’t communicated what marketing wants from its martech stack.
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95%
Aspects of customer experience in critical need of improvement
Are there any aspects of customer experience that your organization critically needs to improve?
See below for percentage of respondents who agree this aspect of customer experience needs critical improvement.
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Martech maturity keyboard_arrow_down keyboard_arrow_up

How would you rate the maturity of your organization when it comes to the below marketing and technology areas?
See below for percentage of respondents who agree or disagree.
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Important technology trends keyboard_arrow_down keyboard_arrow_up

In your opinion, which of the below are the most important technology trends currently for your organization?
See below for percentage of respondents who agree or disagree.
Rank:
Browse by:
To what extent do you agree or disagree with the following statements about your organization's MarTech stack?
See below for percentage of respondents who agree or disagree.
Browse by:

Important technology trends keyboard_arrow_down keyboard_arrow_up

In your opinion, which of the below are the most important technology trends currently for your organization?
See below for percentage of respondents who agree or disagree.
Rank:
Browse by:

72% of executives could do much more with their data to drive impact for the organization keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the below statements?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Browse by:

Readiness to adopt new technology keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the following statements about your organization's MarTech stack?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Browse by:
What factors currently prevent your organization from implementing digital marketing projects at the necessary speed?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Browse by:

Necessary IT training needed keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the following statements about your organization's MarTech stack?
See below for percentage of respondents who agree or disagree.
Browse by:

70% IT executives want to improve their martech - don't know where to start keyboard_arrow_down keyboard_arrow_up

What factors currently prevent your organization from implementing digital marketing projects at the necessary speed?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Browse by:
What factors currently prevent your organization from implementing digital marketing projects at the necessary speed?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Rank:
Browse by:

Identifying the barriers to digital marketing projects keyboard_arrow_down keyboard_arrow_up

What factors currently prevent your organization from implementing digital marketing projects at the necessary speed?
See below factors percentage that prevent organizations from implementing digital marketing project at the necessary speed.
Rank:
Browse by:

68% if IT respondents say they have more important things to worry about than marketing tech keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the following statements?
See below for percentage of respondents who agree or disagree.
Browse by:

56% of marketing respondents with martech stacks say the IT department built it without their input keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the following statements about your organization's MarTech stack?
See below for percentage of respondents who agree or disagree.
Browse by:

59% of IT respondents say the CMO hasn't communicated what marketing wants from its martech stack keyboard_arrow_down keyboard_arrow_up

To what extent do you agree or disagree with the following statements about your organization's MarTech stack?
See below for percentage of respondents who agree or disagree.
Browse by:
DEMOGRAPHICS BREAKDOWN DOWNLOAD REPORT

Ready to maximize your martech investment? Register now to download the full research report for free - “Connect your martech to connect with your customers”.

1Source: 2018 Global Marketing Technology Research, conducted by Vanson Bourne on behalf of Avanade and Sitecore

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