#chief martech

Key findings include: • While 97% of organizations are addressing digital in some way, only 1 in 10 participants said that their organization is currently structured to deliver a seamless customer experience across all touchpoints. • 77% of marTech professionals are involved with DBT within the organization, yet 38% of martech professionals say that conflicting priorities are the major obstacles in successful implementation of DBT initiatives. • IoT (46%) and Machine Learning (42%) are the two DBT-related initiatives perceived to have the greatest impact on customer experience. • The primary driver for DBT is “transforming customer experience holistically across all channels” (56.5%) — a front-office mission — followed closely by “transforming operational processes” (54.3%) in the back-office. • Only 1 in 10 of the participants in the survey said that their organization is currently structured to deliver a seamless customer experience across all customer touchpoints. • CMO is the executive most likely to be responsible for the oversight of DBT (26%), followed by the CEO (22%), and then the CIO/CTO (13%), clearly showing a plurality of leadership roles.

Sheldon concludes that “hybrid roles, in particular, such as the marketing technologist, are crucial in these times of disruption, to serve a bridging function within the organization and galvanize efforts to change and transform.” View and download the report from ChiefMarTec.com here.