Executive Summary (This is a document excerpt)

Nearly two-thirds of marketers say that marketing takes the lead when it comes to determining what technologies their firms will use to support business needs. These marketers are not easy to please. They want a more comprehensive — and integrated — product suite, but they're not willing to give an inch on function. That is, unless the price is right. What stops them from adopting new technology? Hard proof that they will get the promised benefits. While marketers value technology, they'd like to rely less on IT to deliver it. Many of these factors bode well for service providers, and we think that they can further penetrate the marketing organization.

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