Tech Staff Controls Digital Strategy and CX Projects: SoDA Report

Here’s a more surprising finding: a survey from the SoDA digital agency trade group found that technologists outnumber marketers when it comes to owning digital strategy (45% tech vs 28% marketing), owning customer experience (39% tech vs. 23% marketing) and even picking digital agencies (47% tech vs 46% marketing). This is a big swing from last year, when agency selection was run by 66% marketers and just 28% technologists. Ordinarily a result like this would suggest that most survey respondents were tech people, but that wasn’t the case here: 52% were C-level, 19% were in marketing and just 17% were tech execs. Much more here on digital agency trends if you’re interested.