The document discusses the forces governing adoption of new marketing technologies. It lists five key forces: 1) operational complexity, 2) the marketing ecosystem, 3) being technologically ready, 4) the need for key performance indicators and actionable data, and 5) balancing acquisition versus retention spending. A chart shows the adoption rates of different marketing technologies.

4. 5
Fear of past
6 Need for
messed up
Flexibility
projects
Hate Until now the
Process…..process brand was more
kill creativity important

7. 90%
Forces Governing Adoption
80% 1. Operations Complexity
70%
2. Marketing Ecosystem
3. Technologically Ready
4. Need for KPI’s & Actionable
60%
50% Data
40%
5. Acquisition v. Retention
Spend
30%
20%
10%
0%
Project Mgmt Digital Asset Mgmt Email CRM/SFA Marketing DBMS Lead Mgmt Campaign Auto. Event Mgmt Spend Mgmt Media

8. 90%
Forces Governing Adoption
80% 1. Operations Complexity
70%
2. Marketing Ecosystem
3. Technologically Ready
4. Need for KPI’s & Actionable
60%
50% Data
40%
5. Acquisition v. Retention
Spend
30%
20%
10%
0%
Project Mgmt Digital Asset Mgmt Email CRM/SFA Marketing DBMS Lead Mgmt Campaign Auto. Event Mgmt Spend Mgmt Media