2023 Gartner Marketing Technology Survey

Drive Value From Marketing Technology

4 actions to improve martech ROI

Martech utilization in 2023 has plummeted to 33% from 58% in 2020, carrying a huge cost-especially now as the appetite for generative AI continues to grow.

CMOs and other marketing leaders must understand the business risk of underutilized martech-eroding trust in marketing organization’s investment decisions, leading to a decline in CMO’s credibility and as a result a loss of marketing budget. If this continues, marketing leaders may lose their martech budgets altogether to IT! 

Download the 2023 Gartner Marketing Technology Survey insights eBook to:

  • Build a strong foundation for AI
  • Discover 4 action steps to improve martech ROI
  • Uncover Gartner tools and resources that CMOs and Gartner clients use to optimize their martech stack

Download eBook

Download “4 Actions to Improve Martech ROI”

Optimize investments and protect budget to set the foundation for AI.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    Back

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company/Organization Information

    All fields are required.

    Optional

  • Step 3 of 3

    Back

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    An expert session - with Benjamin Bloom

    In this webinar, Benjamin Bloom will discuss:

    • What are the ways to increase your martech stack’s business impact?
    • How to re-balance your relationship with IT to build adaptable and effective martech capabilities?
    • Which are the marketing technology adoption barriers that can undermine the promise of generative AI?

     
    Register Now

    About the 2023 Gartner Marketing Technology Survey

    The 2023 Gartner Marketing Technology Survey aims to investigate the state of technology acquisition, adoption and use, including best practices for managing the technology stack, specific technologies in use and the degree of their adoption. Sinking martech utilization forces CMOs to weigh the option to invest in further utilization efforts against the onset of transformative generative AI technologies and rising martech capability located in IT. Leverage Gartner’s 2023 Marketing Technology Survey to animate 2024 planning. The marketing respondents in this survey included 410 senior marketing technology decision makers involved in decisions pertaining to setting or influencing marketing strategy and planning, and were involved in aligning marketing budget/resources and/or lead cross-functional programs and strategies with marketing.