70% of marketers use technology for post-pandemic success, but lack the necessary technical skills

Clevertouch Marketing, a marketing technology consultant and service provider, released the results of its latest survey in its new report, The State of Martech 2022.

In partnership with the University of Southampton Business School, a QS World University Rankings 2022 top 100 university, Clevertouch surveyed senior marketers across North America, Europe and the United Kingdom to create a picture of the current state of the marketing technology market.

Key findings show that budgets are now being released for most marketing departments, with a real desire to go digital. However, 40% of technology remains untapped, as three-quarters of marketers admit they lack the technical capabilities to achieve their digital ambitions. Nevertheless, marketers are also constantly looking for major new investments in technology, and as a result, the migration and adoption of technology is not slowing down.

Adam Sharp, CEO of Clevertouch commented, “What strikes me about the research findings is the level of unused, overused martech that exists today, and yet the goal of most marketing organizations is to acquire more martech. Civil society organizations are increasing their workload, not easing it, and the vast majority of them are almost completely ignoring organizational learning and design issues. So if you’re a CEO who looks at the war on talent, skill development, adoption metrics and organizational design, you’re a rare breed.”

The Martech staff also serves to launch the Martech Success Framework, a new approach to organizational change management. Director of consulting firm Clevertouch, Jamie Burrell, explains it further, “Smart Touch’s Martech Success Framework provides marketers with a methodology for effectively implementing change in an organization. It mocks up marketing technology projects by looking at all aspects of change, including organizational design and development, to ensure long-term success, broad adoption and, ultimately, return on investment.”

With the Clevertouch 2020/1 report highlighting that only 30% of marketers aligned technology with their marketing strategy, this year’s survey showed further progress.