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Press Release

FOR RELEASE: 2016-04-28

CONTACT:

Jarrod Gingras ()

Analyst, Real Story Group

Work +1.617.340.6464 ext 105

New Research Reveals Marketing Technology Underperforming in the Enterprise

Real Story Group Survey Finds Middling Customer Satisfaction

Enterprise customers face familiar struggles with marketing technology implementations, including delays, cost overruns, and tool dissatisfaction, according to survey research released today by independent analyst firm, Real Story Group.

In December 2015, Real Story Group surveyed nearly 100 enterprise MarTech leaders from around the world.  Full results are available at: http://tinyurl.com/MarTech-RSG.

MARTECH UNDERPERFORMING

  • Only 39% of MarTech projects get completed on time
  • Only 55% are completed on budget
  • Overall customer satisfaction is 5.8 on a scale of 1 to 10

Fig 1. MarTech Underperforming.
Image URL:
http://tinyurl.com/RSG-UnderPerform.

 

TOOL MISFITS

  • Less than half (47%) of enterprise MarTech leaders believe they have the right digital tools today
  • Even fewer (37%) believe they make full use of those tools
 
 


Fig 2. MarTech Reality Check.
Image URL:
http://tinyurl.com/RSG-MisFits.

ANALYST QUOTE

“The rise of ‘Marketing IT’ was supposed to liberate marketing teams from the traditional problems of enterprise technology deployments, and in some cases it has,” says RSG Research Director Kashyap Kompella. “But the majority of enterprises tell RSG that they still struggle to achieve suitable returns from their MarTech investments.”

About

Real Story Group provides research and advisory services to help customers select and optimize the right digital workplace and marketing technologies. Through highly detailed technical evaluations, Real Story Group helps sort out the complex technology landscape, so that customers can minimize time and effort identifying the best-fit solutions. Real Story Group evaluates Web Content & Experience Management, Digital & Marketing Asset Management, ECM & Cloud File Sharing, Enterprise Collaboration & Social Software, Enterprise Portals, SharePoint, and Campaign & Lead Management Technology.

To retain its independence as an impartial analyst firm, Real Story Group works solely for solutions buyers and never for vendors.