BtoB Daily News
Scottsdale, Ariz.—When it comes to decisions about marketing automation technology, marketing is a “budgetary island,” funding the purchase of its own tools, and with little input from IT or sales.
Those findings were part of a study on marketing technology budgeting and purchasing trends by sales and marketing consultancy SiriusDecisions presented Thursday at the company’s annual summit and expo here. The online study—conducted with Penton Media and polling 200 b2b companies in March and April—found that 84% of marketers fund their own technology purchases, with an average of 4% of the marketing budget going to technology. Read more