Too Many Tech Options = Random Acts Of Technology
If you blink, a dozen more marketing technology providers show up. Just 5 years ago, about 150 providers could hang their hat in the marketing tech sector. Today, we count more than 3,500 marketing technology providers. With so many choices to choose from, it’s no wonder random acts of technology happen more often than not.
What’s A Random Act Of Technology (RAT)?
A RAT happens when companies throw technology at problems without a strategy. In sales and marketing, it’s one of the top reasons marketing technology ends up flopping. In research conducted in 2016, Ascend2 conducted research into application of marketing technology. They found insufficient strategy as a top barrier to achieving success with marketing technology.