Research: Marketing Tech Is Broken. Here’s How to Fix It.
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Although companies invest considerably in marketing technology (martech), it is often under-utilized, and its impact is modest. As part of our research compiling The CMO Survey, we (a team of two academics, two consultants, and a CMO) asked 292 senior marketers how they use the technology and why they may not be getting the best results.
Harvardbusiness
