Pulse Report:
In partnership with:
Retailers are under increasing pressure to perform whilst cutting costs. For marketers, the need to use data effectively, open up communication with the market and drive personalisation at scale leaves them searching for new technologies. For tech teams, integration, cost management and maximising existing functionalities can often lead to friction.
In our brand new pulse report produced with Zeta Global, we’ve mapped the drivers for Retail Hive members across both of these functions -understanding their needs and shedding light on their worries – to help you to build better working relationships across your business. Here’s the highlights:
A culture of collaboration: Martech teams should be aligned on the bigger picture—from tactical to strategic goals- Effective communication: it’s not about how well you speak, but about understanding each other’s language
- An appetite for risk: be willing to go big with tech, whilst ensuring this supports a single customer view
A culture of collaboration: Martech teams should be aligned on the bigger picture—from tactical to strategic goalsIf there’s one thing this report makes abundantly clear, it’s that the Marketing and Tech disconnect isn’t personal: it’s architectural.
For Marketing, fragmented platforms are a major frustration and for Tech, it’s the weight of legacy systems. Different symptoms, same diagnosis: too many disconnected tools, too few connected outcomes.
But what’s also striking is that both teams want the same thing, better customer experiences.”