MMA is building a Playbook on Modern Marketers e-Guide to MarTech Maturity 2021. This playbook will help businesses take an informed decision to enhance and enable their marketing efforts to be more customer centric and ROI driven.

To accomplish this, we are conducting a survey among select set of leading decision makers and influencers from major industries. This survey is designed to understand the latest trends in MarTech and the maturity level of various enterprises across Data, Analytics, Campaigns, Digital and Technology.

A copy of the Playbook will be shared with you once we launch it, which will help you receive real time understanding of where your organisation currently stands in terms of MarTech maturity and what you could do to better utilise and leverage available MarTech opportunities.

Even more, MMA is in the process of launching paid certification courses (USD 250 / seat) in July ’21 on Modern Marketing. By completing the survey you will be offered a free seat. Limited seats only!

We are sure your inputs will add great value to this playbook. We will need about 10 minutes of your time to complete this survey.

Respondent Details

* 1. Name

* 2. Business Email Id

* 3. Organization

* 4. Designation

CEO/Owner/Founder

Senior Marketing roles

Mid level marketing roles

Other non-marketing roles

* 5. Business Type

B2B

B2C

Mix

* 6. Industry

* 7. Organizational Strength

<100

100-500

500+

* 8. Organisation turnover (in Rs.crores)

Modern Marketers MarTech Maturity Survey

MarTech Trends

* 9. What are the top 3 things marketers want MarTech vendors to improve upon?

Ease of use (greater utilization & faster adoption by team)

Ability to customize technology to specific needs

Ability to improve customer experience

Analytics

Ability to automate the process

Use of AI and machine learning

Data compliance

* 10. What are the top 3 impediments in achieving business goals that are presented by each of the following?

Investing in Training/Upskilling existing MarTech Talent

Integration between Marketing and Technology Solutions

Identifying the Optimal Team Structure process or workflow to unlock value from new marketing technology.

Constructing Clear Use Cases for Marketing Technology that Advances Business Goals

Identifying the Right Marketing Technologies

Collaborating with Other Business Units

* 11. What are the top 3 emerging technologies you think will have the largest positive impact on your company’s marketing activities in the next 5 years?

Advanced Analytics and Automated Decisioning

Generative Content Creation

Consent and Preference Management

Event-Triggered/Real-Time Campaigns

Multimodal Experiences

Identity Resolution

Blockchain-Based Applications

Augmented Reality

Natural Language Processing

Programmatic TV Advertising

Computer Vision

Shoppable Media

Voice Tech

IOT

* 12. How do you expect spending on MarTech in your organization to evolve over the next 5 years?

Decrease

Increase

Stay the Same

* 13. How far into the future does your marketing technology roadmap/plan extend?

Beyond 24 Months

Between 19 and 24 Months

Between 13 and 18 Months

Section 1: Customer Strategy

MARTECH MATURITY QUESTIONS

* 14. How do you currently prioritise customer centric initiatives

We do not follow any prioritisation, this is purely driven by management decisions

We prioritise based on budgets allocated and available

There is prioritisation that is done at the beginning of the year/ biannually

We assess CX as one of the criteria for evaluating project funding

We assess customer experience as a major criterion for evaluating project funding and prioritization of decisions and will reject or rework projects that have a negative impact on CX

* 15. How is CX/ Customer Strategy perceived across the organisation

We do not focus on CX currently

CX is managed by a specific department (Marketing, Customer service teams)

CX is a part of our organisation DNA for all customer facing operations

CX is an integral part of what we do, both front end and back-end teams are aware of our CX agenda. The leadership has set/ taken CX goals for their teams

CX is an integral part of what we do across the organization. Employee KRAs have CX measures embedded in them (improving CSAT/NPS). We track impact on business objectives with change in CX metrics

Section 2: Data Maturity

* 16. Is data profiled, analyzed and assessed in your organization?

Yes. We do basic data management such as data cleaning

Yes, but we do it only on ad-hoc basis

Yes, we do it regularly. However, the process involves manual operations and takes lot of time

Yes. We follow data cleaning, enriching and de-duplication of data from all sources via automated tool. We monitor data's health and reports are made available to stakeholders for further action

* 17. Do you have a unified source of data/a single customer view for your customers across all your businesses?

No. Data sits in silos

No. CRM is the single source of truth for transaction data alone, however we still need to access individual systems for other business needs

Yes, for each BU, an organization wide unified data source does not exist, each BU leverages various systems to build their own customer single view

Yes. We bring together customer data within a business unit but do not integrate data from other business units

Yes, across the organization. We bring together customer data from all the sources at an organization level. Third-party data and external data are also integrated

Section 3: Analytics Maturity

* 18. Which statement qualifies for analytical interventions in your organisation?

We do not currently employ customer analytics

Our analysis is manually driven, and we use Microsoft Excel

We use basic analytics. Currently no statistical models are deployed. Our analytics team does a lot of adhoc analysis

We use R/SAS/Python for our analysis. We have built predictive models to identify the next best action for our customers

We have been using predictive models for over 3+ years. We use advanced analytics and have an analytics center of excellence

* 19. What is the most common use of analytics in your organization?

To build reports / dashboards for visualization and for leadership meetings

To find root cause of business problems

To predict certain customer behaviours

To take business decisions

To develop customer experience strategies

Section 4: Campaign Maturity

* 20. How would you describe your interactions with your customers?

We engage with those who have raised complaints.

We usually use a "Batch and blast" approach via whatever channel that is available

We target our customers based on demographics and other segmentation variables and use a multi-channel approach.

We personalize communications for individuals based on behavior patterns via a seamless omni-channel approach driven from customer single view

* 21. Which of the statement best describes your organization's use of campaign automation tools for engagement activities?

We do not engage in campaign automation.

We use basic campaign automation tool likes auto responder and drip campaigns.

Campaign automation tool is used for trigger campaigns such as on reaching on certain milestones such as anniversary, birthday etc.

Campaign automation tools is used for all type of campaigns whether standard/trigger/analytics based. However, the tool is not integrated with the CRM

Our campaign automation tool is completely integrated with CRM and IT infrastructure to meet our business goals. It is an integrated solution to carry out segmentation, targeting, campaign execution and performance tracking

Section 5: Digital Maturity

* 22. How does your organisation primarily drives digital business adoption and engagement internally?

There is no drive for digital engagement

There is a mandate from management

Individual BU's drive digital initiatives in silos

Digital initiatives support certain business objectives but are not core to our business strategy

We have a strong digital business culture cultivated in our employees

* 23. What kind of digital work is done at your organization?

None

We develop/maintain websites and do basic SEO

We develop/ maintain websites, do SEO and ORM currently

We develop/maintain websites, do social media marketing and other digital marketing techniques such as SEO and SEM. We have a separate digital agency to manage digital marketing

We own the complete digital work right from media planning, website development to social media marketing. We use automated tools to shoot out digital campaigns and gauge the ROI. Digital is integrated with my overall customer engagement

Section 6: Technology Maturity

* 24. How do you leverage technology to fulfil marketing needs

We only have a transactional/ core system which are tech enabled like building a Datawarehouse / campaign execution. We do not currently have data driven automated tools in place

We have a CX/Customer Engagement vision. Most of our processes are currently manual for data management and campaigns.

Most of our marketing operations are automated and we are investing in technology to automate the work

We have and are utilizing marketing tools for campaign management, reporting and personalization. However, our data is still siloed, and we do not have a single source of truth for our customer records

We are a digital first organization. We are using CRM systems in management of CX programs and end-to- end engagements. We have an integrated CRM program handling both traditional and digital channels. Our annual customer strategy routinely has tech investments

* 25. How are you measuring the effectiveness of your marketing technology initiatives regularly?

We don't have any marketing technology running currently

We can’t assess effectiveness of marketing technology

We measure revenue/profitability movements, and it tells us about marketing technology effectiveness

We define initiative specific KPIs and track their movements

We use test and control methodology and predefine initiative specific KPIs and track their movement