Good news gets trumpeted from the rooftops. Bad news gets buried in the back yard.
Welcome to the back yard.
Six years ago when Scott Brinker’s martech landscape was considerably less insane — 350 marketing technology vendors rather than today’s 5,000 — and marketers were considerably less stressed out, Gartner made a prediction.
By 2017, Gartner said, the CMO will spend more on IT than the CIO.
That might actually have come true.
But it may not stay true, if marketers continue to waste 30% of their budgets.