Strategy · Marketing Leadership
One partner or five vendors: the real cost of fragmented marketing
The problem is almost never too little marketing technology. It is too much of it, badly connected, spread across suppliers who each own a slice and none of whom own the number. The waste is measurable, and it is larger than most leadership teams realise.
You are probably paying for a stack you use a third of, split across vendors who each own a slice.
There are now more than 14,000 marketing technology tools, a quarter of the marketing budget goes to technology, and marketers use only a third of what they already own. That is not a technology problem, it is a fragmentation problem. Here is what the disconnection actually costs, and why one partner owning the number changes the maths.
Get the full field note
Where should we send it?
The complete piece, with the framework and the numbers, lands in your inbox as a PDF. Every field is required for this one.