Marketing Technology Investments Of High-Growth Companies

B2B marketing functions are constantly trying to balance marketing technology investments with business priorities, as well as competing investments in staff, programs, and services. A strategic approach to managing and investing in marketing technology is essential. To use technology and other investments to optimize the revenue engine and outperform the competition, marketing must consider its own goals and requirements and what it needs to work effectively in alignment with other functions (e.g., sales). In this report, we share data and insights that show how a business-driven approach to technology decision-making is foundational to striking the right balance in marketing spend.