Making the right martech bets [Infographic]

How are leading organizations approaching their marketing technology (martech) strategy? Contributor Liam O'Connor shares an infographic summarizing recent research findings by Lenati and

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As we’re all experiencing, the division between Marketing and IT has been rapidly shrinking over the past couple of years. Today, marketing teams are expected to be digitally savvy martech leaders, which can feel both empowering and overwhelming.

With over 3,800 solutions documented, many marketers struggle to understand how to make the right martech investments for their organization.

The path to martech success starts with the right strategy, including: 1) the right selection of solutions; 2) executive buy-in; 3) talent; and 4) building for agility.

The infographic below illustrates how leading marketing executives have executed martech strategy effectively and provides guidance for you as you move down the path of successful martech adoption.


Note: This infographic is a compilation of research conducted by and For more detailed research findings, download “Marketing Technology as a Strategic Asset.”

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Liam O'Connor
Liam O’Connor is a Principal at Lenati where he leads the Customer Acquisition Team . He has over 15 years of management consulting experience leading major marketing and sales transformation initiatives with Fortune 500 clients across industries, with significant depth in the technology sector. His particular areas of expertise include B2B marketing and sales management, lifecycle marketing programs, marketing technology and marketing analytics. Past clients include Microsoft, Cisco, Dell, SAP, IBM, Symantec, Epicor, Agilent, British Telecom, ADP, Humana, Hilton, Callaway Golf and Rosetta Stone. Liam also founded and ran a small marketing agency in Europe.

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