Greetings from Lake Wobegon: Walker Sands/Chief Martech Survey Finds 60% of Marketers Are Innovators or Early Adopters

Walker Sands and Chief Martech released a State of Marketing Technology 2017 survey whose respondents rated 48% of their companies and 60% of themselves personally as innovators or early adopters of marketing technology. Maybe they’re delusional, but more likely it’s skewed survey audience. More plausible findings were that 69% used a multiple marketing vendors vs 27% used a single-vendor suite. Just 20% cited integration as a key to fully leveraging their marketing stack, well behind concerns including strategy (39%), analytics (36%) and training (33%). Only 13% said their IT department was responsible for Martech.