The report was based on data from a survey of 532 marketers who work for companies in the United States, France, Germany, Italy, Spain and the United Kingdom. Just over three-quarters (76%) of the marketers surveyed work for companies with 500 or more employees.
Some 22% of respondents say their company's chief marketing officer is responsible for making marketing technology purchase decisions; 14% say their chief marketing technologist is responsible, and 9% say their chief digital officer is responsible.
The power of chief marketing officers is greater in the United States: 31% of US respondents say their CMO is responsible for making marketing technology purchase decisions.
That compares with the 21% of non-US respondents who say their CMO makes those decision.
Some 76% of respondents say there is a person at their company who is mainly responsible for marketing technology usage; 15% say they are looking to hire someone for this role in the next 12 months.
About the research: The report was based on data from a survey of 532 marketers who work for companies in the United States, France, Germany, Italy, Spain and the United Kingdom.
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