Reasons Why Marketers Face Underutilization of MarTech Tools


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Marketers only utilize one-third of the capabilities of marketing technologies despite allocating a quarter of their budget to them, data says. As a result, businesses are likely to optimize expenses.

With over 11,000 MarTech tools available today, marketing departments have seen their budgets turn upside down. 

Here are the reasons why marketers often end up underutilizing tools. They are compelled to reduce expenditures on technology:

  • Increasing technology does not always result in improvement

Underutilization occurs when users do not see adequate benefits from the efforts. They may not be adequately supported during the transition from the old to the new. Marketers should take a strategic approach that includes:

  • Needs assessment
  • Careful tool evaluation
  • Execution of a proof-of-concept before full deployment
  • Extensive training throughout the adoption and usage phase
  • Continuous performance monitoring to avoid wasting money
  • Establishing the use case

Use cases are often poorly articulated, or the tech architecture to address them is unclear, resulting in overinvestment in tools. CMOs should exert pressure on MarTech teams to identify opportunities for simplification to foster the growth of the remainder of the function.

  • Lack of integration – skill sets & tools

There could be a problem if the marketing and technology teams fail to coordinate their efforts. They must have extremely well-structured conversations. Also, the tech team must effectively communicate the boundaries of feasibility, impossibility, and possibility at a specified expense. With the collaboration and integration of teams, the integration of MarTech tools is equally important.

Also Read: Crucial Tools to Build a Successful MarTech Stack

Conclusion: CMOs balance using the old and investing in the new. They must ensure the following:

  • An updated technology and product roadmap
  • A clear understanding of the total cost of ownership of the current stack
  • The cost-benefit of investing in new tools.

Read More: Underutilisation of martech tools: Marketers under pressure to cut down on tech spends?

TalkMartech Bureau
TalkMartech Bureau
TalkMarTech keeps marketing leaders updated with the newest technology innovations, disruptive tech initiatives, and the most relevant MarTech-stack updates and conversations across the globe.   ·.   ·


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