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Small Business Marketers Feel Tech Dominates Creativity: Shaped By Survey

Shaped By’s survey of tech marketers also highlighted the role of tech: half the respondents said marketing is dominated by technology while about one-quarter said it was dominated by creativity.  (The rest said they’re about equal.)   Interestingly, small businesses put tech dominance much higher (61%) while enterprise marketers split evenly on tech vs creativity (37% each).  I’d guess that small businesses struggle more with tech because they have fewer resources, but maybe there’s something else going on.

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Marketing Ops is Here to Stay: Brandmaker Report

August 10, 2021

In case you still question whether marketing ops is Officially A Thing, this Brandmaker report finds 70% of senior marketers say their company has a dedicated marketing ops team and 73% say that team is responsible for both martech and tracking campaign performance.  The most-desired improvement was better integration of the tech stack, but, oddly, integration ranked fifth as an investment priority.  Download for lots more.

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IT Leaders (Still) Prioritize Efficiency Over Customer Experience: GenPact, Acorio Research

August 10, 2021
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IT Teams Build Sloppy Automations: TeamDynamix Survey

August 17, 2022

IT teams spend lots of time on repetitive requests from business users, finds this TeamDynamix survey.  You might think the implication is IT should let users do more for themselves.  But the main time-wasters are things like password resets, employee on-boarding, and managing credentials, which can’t really be delegated.  And here’s the kicker: IT professionals automate those tasks by building sloppy, insecure, undocumented scripts, just like the non-professionals.   Fun fact: 53% of teams manage 100 or more applications.

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