A lot of things have changed for over the last year, including of course for marketing and marketing ops teams. In a new survey conducted by Advanis for Sitecore, 80% of U.S. marketers said their responsibilities had significantly increased in the past year, against a backdrop of pressure from management, unrealistic deadlines, and sharp changes in strategy.
The survey revealed that marketers also feel pressured by changes in consumer behavior. Based on a sample of 1,000 consumers, the survey found that no less than 70% of consumers will leave a website if they can’t find what they want in a few clicks. It’s beyond doubt that assume that changes in buyer behavior have raised the pressure on B2B marketers too.
Martech is only one element in this picture, but it’s an important one. Digital transformation, which has become much more than a buzz phrase, has surely required many marketing teams to elevate their technology stack. That might mean leaning into solutions which can get up and running and deliver value quickly. It might mean accelerated innovation in the tech stack. Some companies might be under strict budget constraints, while others might have felt that 2020 was the year to bet the house.
We’d like to dig deeper into how the business environment over the last 12 months impacted martech decisions, but we need your help. Have you replaced any applications in your tech stack in the past year? Have you moved from homegrown legacy applications to commercial solutions (or vice versa)? And what impact have those changes had on your team?
Which brings us to the Martech Replacement Survey. It only takes three minutes to complete, and the results will help us all, as a community of martech users and martech watchers, to understand how what Microsoft’s Satya Nadella called “two years of digital transformation in two months” looks like over the whole of the last year.
This story first appeared on MarTech Today.
About The Author
Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.