"Marketing executives today are being challenged to incorporate more technology than ever into their technology stacks, and that means developing processes and skills that the CMO just didn’t need before. With this research, you’ll be able to benchmark the practices your company uses against others in the industry, and see where you might be able to improve your own processes.
Highlights include:
-Brands are buying more marketing technology than ever, and they’re doing it with what appears to be minimal input from other departments.
-64% of purchases are made by individuals or single teams.
-Fewer than 50% of purchasers conduct formal requirements assessments.
-Marketers prefer to use self-driven, self-empowering paths to purchase than be shepherded through by a vendor."
The B2B Technology Buying Conundrum - Gartner
It's a great example of Everyone's a Genius syndrome.
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