TOPO Marketing Technology Report 2019

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2 December 19, 2019 © 2019 TOPO. All rights reserved. Unauthorized copying or distribution is a violation of copyright law. For questions, email analyst@topohq.com MARKETING TECHNOLOGY REPORT 2019 A detailed analysis of the marketing technology market, trends, and benchmarks By Eric Wittlake, Chris Moody, and Jeffrey L. Cohen December 19, 2019 The marketing technology stack is one of the most important elements of how teams go to market. This report combines technology usage by high-growth companies with TOPO recommendations and analysis of the technology marketplace to guide marketers in their technology investment. TABLE OF CONTENTS Introduction and Takeaways 3 Survey Overview 4 Demographics 5 Market Trends and Analysis 6 Technology Stack 8 Technology Usage, Impact, and Satisfaction 9 Technology Spend 13 Infrastructure 14 Data 15 Application 18 Execution 21 Measurement 30 Guidance 31 About TOPO 32 RELATED RESEARCH Double Funnel, September 2019 Demand Generation Framework 2019, July 2019 Account Based Framework 2019, May 2019

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