As consumer products companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capability maturity and higher performance.
Yet only one out of four consumer products marketing organizations has a very effective relationship with IT.
This study, codeveloped with KPMG, covers critical aspects of the marketing-IT relationship inside consumer products companies, how they’re structured and governed, what types of MarTech capabilities and outcomes they effectuate, and how marketers can take this relationship to the next level.
Our findings are based on a survey of over 100 consumer products marketing leaders across companies in consumer durables, consumer package goods, automotive and fast-moving consumer goods. Additionally, a survey of over 200 companies across 12 industries, such as financial services, telecom, technology, media/entertainment and retail, was conducted for comparison purposes.