Agencies and Marketers Find Common Ground in MarTech

Agencies and Marketers Find Common Ground, and Challenges, in MarTech


We’ve just completed our first-ever Marketing Technology Survey Report and above all, we’ve found agencies and marketers find common ground, and challenges, in MarTech.

You can download it here: RSW/US 2019 Marketing Technology Survey Report

RSW/US President, Mark Sneider, attended this year’s MarTech West conference in San Jose and was impressed with the energy, new ideas, and new platforms that permeated the conference

In previous years, RSW released their Agency New Business Tools report, surveying agencies, PR firms and marketing services firms on the tools and platforms they found most useful to their new business efforts. While well-received, the team at RSW continued to see a lack of meaningful innovation and progress in the tools available, i.e., more of the same.

But they saw the explosion in the Martech space, and heard agency clients and marketing prospects grappling with it as they tried to stay ahead. Case in point: Chiefmartech’s famous Technology Landscape Supergraphic, which in 2011 had 150 Martech firms, and in 2019 now numbers 7,040.

The results of our report show marketers making an effort to stay on top of trends, but with so many existing demands on their time, many can’t.

55% of marketers surveyed say they have no time to study MarTech trends.

This leaves agencies with an opportunity to fill that knowledge void and add value to their prospect and client worlds. Especially with 33% of marketers also reporting they feel very behind or in the very early stages of trying to parse out all the available options.

RSW’s report covers a spectrum of topics within the Martech space, directly related to agencies and marketers, including the difficulty in finding talent, predictions on spending, where each feel their current level of expertise lies, and how much “shiny object syndrome” plays a part in platform adoption.

Also included is a breakdown of agency and marketer platform use by type.

The RSW/US 2019 Marketing Technology Survey Report will be a valuable asset to both marketers and agencies in providing a better understanding of where each currently falls in the Martech space.

I'm the VP of Sales at RSW/US. We specialize in working with services firms to help drive and close new business-if you need help with that, email me at What I actually do: drive sales efforts to bring ad agencies and services firms on board with RSW, create content around successful new business tactics and help drive RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. Dig it.