Martech’s share of total marketing budgets fell from 29% to 26% in Gartner’s latest CMO Spend Survey. Gartner doubts this signals a long-term decline but does note that CMO’s struggle to manage martech. They recommend hiring “martech generalists” to help meet changing demands and creating a plan to address skills gaps.

Start-up Osano is tackling a different privacy challenge: helping consumers and businesses know which companies have good privacy practices. They’ve measured practices of more than 7,000 companies and share the results with businesses and consumers. They also offer a consent management tool. Osano was founded in 2018 and has $3 mlilion in seed funding.

There’s lots of interesting data  in this Ascend2 report on multi-channel marketing, but what stood out for me was that measurement was cited as essential for success by far more respondents (61%) than other factor.  Next highest was integrated technology at a meager 43%, and unified data was last at 27%.  Now you know we write so much about measurement products.