Martech Alliance：2021-2022全球Martech行业报告（英文版）（44页）.pdf

1、1 The Martech Report 2021/22The Martech Report 2021/22 Welcome 301 Foreword 402 Methodology 5 Definition of Martech 503 Market sizing:how big is Martech?6 Martech mergers,acquisitions,deals and investments 904 Martech budgets 11 Key takeaways and recommendations 1405 Martech maturity 15 Key takeaway

2、s and recommendations 2306 Skills and knowledge 24 Who is responsible for managing martech?2607 Talent 28 Key takeaways and recommendations 2908 Future tech and current trends 30 Key takeaways and recommendations 3709 Summary 38 Key takeaways and recommendations 39 About Moore Kingston Smith 40 Abou

3、t Moore Global 41 About MarTech Alliance 42 Citations 43Contents3 The Martech Report 2021/22WelcomeThere has never been a more exciting time to work in marketing and technology.The world was already digitising rapidly,but the pandemic has accelerated this digital transformation.Companies which have

4、been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.Ive never seen the martech space move faster,and this growth is perhaps best exemplified by the M&A activity and investment in the industry,such as Salesforces 27.7bn acquisition of Slack and the$1.2bn

5、investment in Sitecore.Our market sizing work in this report provides further evidence.Whether youre a brand,agency or a vendor,this rapid tech growth presents both challenges and opportunities.More than ever,marketers need to upskill their data and technical skills to keep pace with change,with the

6、 market being short of amazing talent.For this reason,MarTech Alliance has invested heavily in providing a suite of certification courses in martech,marketing operations,data driven marketing and innovation.The changing nature of the martech space is also a major opportunity for agencies to provide