Why the martech challenge for brands is a people problem

For brands looking to integrate martech into their strategy better, attracting, training and retaining skilled people is equally important as the technical aspect, according to new research from The Lumery and Swinburne University.

The peer-reviewed research, titled ‘Stacks on Stacks on Stacks’, used a qualitative approach consisting of 15 interviews between 60 and 90 minutes with marketing executives across sectors including consumer services, government and retail.

It found that to give the business the technical experience and strategic understanding of martech, having the right people should be of the same priority as having the right tech stacks.