A research study performed by Strategy First found several key findings about how marketers select and use technology: 1. The most important factors in selecting technology providers are the functionality of the platform and its compatibility with other systems, though training is also important. 2. Marketers want to better utilize data assets and improve marketing execution to drive ROI, which is why they often change technology providers. 3. A lack of skills in using popular marketing technologies creates risks, and vendors need to provide better post-sales support. 4. The best marketing leaders clearly articulate goals and technology needs to achieve strategies and drive results.