Half Of Marketers Feel Disconnected With The C-Suite: Squiz Research
Digital transformation company, Squiz, reveals new research which proves marketers must speak the language of the boardroom if they are to demonstrate the value of martech to the bottom line.
For the 2017 State of Marketing Tech report, over 600 senior marketing professionals were surveyed globally to uncover their goals, challenges and digital vision.
The findings reveal that although 78 per cent of senior marketers feel confident in explaining the value of technology investments, they believe there is a disconnect with the rest of the boardroom. Marketers say they see 47 per cent of the c-suite outside of their department use some marketing technology in their roles, however they still do not believe that other functions understand martech’s potential impact on revenues in the way that they do.
Over half of global marketers (52 per cent) think that other C-level execs don’t understand marketing and only 35 per cent think that their CEO strongly realises the potential revenue uplift and saving of martech investment. It’s a similar story with the CIO; marketers think that just a third (33 per cent) understand the value of martech at a financial level.
Squiz’s research suggests that marketers still need to develop closer relationships with the CEO. Currently they are most closely aligned with the CTO (52 per cent) or CIO (47 per cent), but only 27 per cent say that their marketing team is working closely with the CEO. As a result, stakeholder buy in is still a challenge for 32 per cent of marketers and over a quarter (28 per cent) still don’t feel they are able to confidently set goals that the whole business can support.
97 per cent of global marketers believe that marketing technology has allowed the marketing department to become more strategic in its approach and 43 per cent say they’ve been able to develop more data-driven KPIs since investing in it.
John-Paul Syriatowicz, Group CEO of Squiz, comments: “Our research confirms the strengthening role of digital within the boardroom, with more departments on-boarding the latest in martech. There is now significant opportunity for marketers to ensure the value of this technology is being conveyed to key stakeholders. They also need to start leading by example, recognising their responsibility for using the technology to its full potential, and optimising its business impact.”
Last year there was increased investment in platforms such as CMS (83 per cent) and CRM (62 per cent), but this year 97 per cent of business have invested in some form of marketing technology in the past 12 months. Breaking this down, 60 per cent were adding to their existing stack, whilst 31 per cent didn’t have any in place last year. The fastest adoption this year was in Australia; 51 per cent invested in martech because they didn’t have any in place last year. Smaller proportion in the UK (26 per cent) and us (15 per cent) suggest that these marketers established martech in their organisations in previous years.
Marketers are investing in these products for numerous reasons. 62 per cent want to better understand customers, 37 per cent are doing it to remain competitive, 55 per cent want to be able to take a data-driven approach to marketing and 57 per cent need to automate processes and reduce time on admin.
Syriatowicz continues: “This increase in technology adoption is a real win for marketers, as their presence and influence among the C-suite grows. They now need to start speaking in the C-Suite’s language, and prioritise how to best communicate the benefits of martech for problem-solving, enabling more strategic business decisions, and driving growth across the entire organisation.”
Latest News
Spinal Life Encourages Australians Living With Disability to “Take Life Back” In First Campaign Via 10 Feet Tall
Queensland-based non-profit Spinal Life has released its first brand campaign in partnership with Melbourne creative agency 10 Feet Tall.
Edward Macaulay Joins Emotive as Senior Art Director
Independent Creative Agency, Emotive, today announces the appointment of Edward Macaulay as Senior Art Director, further strengthening its Creative Collective.
Tinkerbell Is Putting Vegemite On Pizza
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Levelling Up And Up: Tales From An ANZ Marketing Graduate
In this guest post, Dalal Nasser, graduate at ANZ, explains the challenges of starting a career in marketing in the COVID environm
Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
NITV Appoints Peter Noble To General Manager
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Donald Trump Set To Launch His Own Social Media Platform TRUTH Social
Donald Trump announces plans for his own social media platform. Melina to offer tips on how to look perennially sour.
Facebook Trademarks Names In Australia As Rumours Of A Rebrand Mount!
If you were to rank tech billionaires on hair, it'd go Musk, Zuckerberg, Gates, Bezos. Honourable mention Cannon-Brooks.
Nine Radio Network Records 11.07 Million Streams For September
These radio numbers certainly prove a renaissance in 'old media'. Then you only need look at the recent Hey Hey reunion.
Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
Cheetah Digital Announces Major CM Group Merger
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Thursday TV Wrap: Gogglebox Wins Entertainment War, Growing Audience From Last Week
Gogglebox is always wholesome Thursday night fun. And certainly more wholesome than the pub's 'porn & prawn' night.
The OG Wiggles Are Guest Programming Iconic Music Show rage
The Wiggles set to program iconic music show rage & enabling fans to re-visit their 25-year hatred of The Cockroaches.
German Finance Reporter Hilariously Trolled By Cheeky Son During Live Cross
Here's one of those fun Friday stories B&T likes to run. Not like on our maudlin Mondays or our tumultuous Tuesdays.
Smart Accelerates CTV Growth Ambitions Via Publica Partnership
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
TV News Network Calls In The Police After Mistakenly Playing Porn Instead Of The Weather Report
Thanks to the overuse of pixillation, this article seamlessly moves from extreme NSFW to mere gentle reprimand from HR.
The Hallway Extends Work With Streamotion, Creating Name And Brand Identity For News Streaming Service Flash
B&T is loving the new 24-hour news site Flash. And we will be loving it right up to the end of our four-week free trial.
ID Collective Snares Sportsgirl Account
B&T's editor is a huge Sportsgirl fan. Which is rather strange, because he's not particularly sporty.
Good Weekend Celebrates The World Reopening With Special ‘52 Weekends Away’ Edition
Good Weekend's '52 Weekends Away' allows you to spend the same on two-nights that'd get you flights and a week in Bali.
Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Dishing The Dirt On 10’s Upfronts With Beverley McGarvey & Rod Prosser
B&T has gone right to the coalface to get the lowdown on 10's Upfronts here. So expect a bit of the 'black lung' too.
“We’ve Got Massive Goals”: Meet The Foundation Working To Support NSW’s Most Vulnerable Women
As much as we love a porn weather story, B&T loves nothing more than reporting on bold initiatives like this one.
Seven Appoints Tara Carlon As Executive Producer Of Digital/Sport
Tara Carlon now left with few excuses in the office footy tipping comp after being named Seven's EP of digital/sport.
Apparent Tunes Up With Sydney Symphony Orchestra After Being Appointed Media Agency Of Record
B&T loves a bit of the Sydney Symphony. Although we have to admit we don't know our overtures from our virtuosos.
Bundaberg & Leos Enlist Comic Becky Lucas To Celebrate The Pubs Reopening
B&T is definitely celebrating the pubs reopening, and that's despite spending most of lockdown pissed.
Burberry Dazzles In Spectacular Spot As Models Literally Take To The Air
Burberry once again chasing the Millennials in spunky new work. Begrudgingly holding on to that whole beige/check thing.
IPG Unveils “Remarkable” 15% Q3 Growth
With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.
Why Facebook’s Metaverse Will Transform Marketing As We Know It
Metaverse all set to usurp cookieless as the most overused word in the media and marketing industries.
NGINX Launches Parodic “Investigative Reporter” Campaign Via The Misfits
As a disclaimer, The Misfits is also the publisher of B&T. Proof we're both omni-dimensional & gluten strategic.
Pinterest Announces New Tools, Features and Experiences For Users
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
