{"id":7392,"date":"2024-04-29T15:56:38","date_gmt":"2024-04-29T15:56:38","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/do-cmos-really-understand-how-their-teams-use-martech\/"},"modified":"2024-04-29T15:56:38","modified_gmt":"2024-04-29T15:56:38","slug":"do-cmos-really-understand-how-their-teams-use-martech","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/do-cmos-really-understand-how-their-teams-use-martech\/","title":{"rendered":"Do CMOs really understand how their teams use martech?"},"content":{"rendered":"


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If you thought tech\u2019s post-COVID letdown, marked by higher interest rates, widespread layoffs and consolidation, would put an end to marketers\u2019 \u201cshiny object syndrome,\u201d it looks like you were wrong.<\/p>\n

Shiny object syndrome is most often diagnosed when money is flowing freely and colleagues and competitors are talking about new tools that are all the rage. When shiny object syndrome strikes, the world is full of possibilities, if your team can just invest in a few tools to improve engagement, identify in-market buyers or send that right message at the absolute right time.<\/p>\n

For a lot of marketers, especially in the B2B sector, that time is not now.\u00a0<\/p>\n

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The marketers and marketing technologists who responded to MarTech\u2019s 2024 Salary & Career Survey<\/a> talked about proving ROI by demonstrating a positive impact on the business from martech, as well as higher levels of job dissatisfaction and turnover than in previous years. Having adequate resources was also cited as a challenge.<\/p>\n

Dig deeper: Job dissatisfaction up sharply: The 2024 MarTech Salary and Career Survey<\/a> <\/em><\/strong><\/p>\n

And that makes the martech-related findings from the latest edition of The CMO Survey<\/a> more than a little curious. Now in its 32nd edition, the survey is directed by Professor Christine Moorman of Duke University\u2019s Fuqua School of Business, and is a partnership between Duke University, Deloitte and the American Marketing Association.<\/p>\n

The first curious finding of the latest survey is that nearly 25% of the CMOs said their teams aren\u2019t using any marketing technology. Scott Brinker already addressed this one on LinkedIn<\/a>, and he didn\u2019t need to use many words to do so. <\/p>\n

If at first you don\u2019t succeed, spend more money<\/h2>\n

Further reading of the survey results suggest marketers in leadership positions didn\u2019t learn much from the free-spending days.\u00a0That should bother people because the free-spending days ended with a lot of people losing their jobs. And the majority of those people were not in the C-suite. <\/p>\n

I\u2019m talking about results like:<\/p>\n