Much has been said about the digital transformation of businesses today. Yet, because it is brought on by an evolution in the buyer’s journey, this change should be viewed as less of a “transformation” – which implies choice – and more of an imperative. It is an unavoidable demand with significant consequences for not adapting.
To respond to this digital imperative and guide buyers through their journey, businesses often adopt a wide array of marketing technologies. While marketing technology has the potential to help marketers achieve great things, as MarTech stacks grow, often so too does the divide between having marketing technology and driving results with it. We call this the digital marketing divide.