Observed Signal · Oct 3, 2023 · Product Launch · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Marketers' Martech Effectiveness: New Benchmarking Service Launched
The article discusses the effectiveness of martech tools and the challenges marketers face. Real Story Group launched a freemium online benchmarking service to help marketers assess their martech stack effectiveness across operations, data, content, decisioning, and technology. The article highlights that US martech spending is projected to reach $27.11 billion in 2024, yet Gartner reports organizations use only 33% of their martech capabilities, leading to wasted budgets. Other challenges include internal alignment, customer data privacy, data and content deficiencies, and achieving always-on personalization. The service aims to provide an 'effectiveness score' and peer comparisons to help enterprises align their martech investments with business objectives.
Niche product launch of a benchmarking service; relevant to martech but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Real Story Group launched a freemium online benchmarking service for martech effectiveness.
- US martech spending is forecast to reach $27.11 billion in 2024.
- Gartner found that organizations use only 33% of their martech capabilities.
- The tool assesses Operations, Data, Content, Decisioning, and Technology.
- A company generating $250 million in revenue could squander nearly $4 million on underutilized marketing technology.
Connected Companies & Entities
2 Entities mapped“Real Story Group today released an online benchmarking service....”
“Gartner found that martech tool stack underutilization is becoming a big problem....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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