Marketers forced to kowtow to IT over martech deals

TechMarketers’ struggles with martech are well documented, with a constant barrage of complaints that most systems are just too complex but a new study might just reveal why; IT is still having the final say when it comes to which systems to implement.

So says a new report from content management provider Magnolia, “The State of CMS: 2020 & Beyond”, which quizzed over 200 marketers in both the UK and US to build a deeper understanding of what it is that businesses need from their CMS.

The report finds that four-fifths (80%) of marketers want to pick their own CMS yet under a quarter (24%) have the power to do so, with nearly three-fifths (57%) of IT teams having the upper hand, over a third (35%) of developers, and just under a third of senior management (30%).

Magnolia general manager Darren Hitchcock commented: “When selecting a CMS, it can be all too easy for teams to make siloed decisions that only account for their needs. IT teams typically lean towards platforms that provide maximum security; developers opt for those with open architectures and robust APIs; whereas marketers look towards functionality for SEO, design and publishing speed.

“Generally speaking, business leaders turn to IT for technology-related decisions and advice — and selecting a CMS is no exception. Unfortunately, this means that other teams are forgotten , including those who rely on the CMS every day. To overcome this, businesses need platforms that provide benefits to both groups —focusing on security, flexibility and simplicity for the end user.”

According to Acquia’s inaugural annual global report, entitled‏ ‏”Closing the CX Gap: Customer Experience Trends Report 2019‏” and published in March last year, nearly three-quarters (70%) of marketers planned to spend more on technology in 2019 compared to 2018, yet nearly two-thirds (65%) felt the technology they deal with is far too complex.

Even more worrying, 84% admitted that they could not get marketing technologies to work together.

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