In this episode, host Rebecca Wine, Market Insight Strategist at iPaper, dives into the Martech adoption gap—a challenge where only 50.8% of Martech tools purchased are actually used (according to the CMO Survey). Rebecca is joined by Nynne Krogh Kiesbye, a Martech consultant at Vertica, to explore:

• Why the Martech adoption gap exists
• How decision fatigue and resistance to change affect tool adoption
• The importance of calculating ROI and aligning tools with business value
• Implementing Martech with better stakeholder collaboration

💡 If you're a retailer struggling to unlock the full potential of your Martech investments or seeking strategies to overcome the gap, this episode is for you!

🔗 Learn more about iPaper: https://www.ipaper.io
🔗 Link to the CMO Survey: https://cmosurvey.org/results/spring-...
🔔 Don’t forget to like, comment, and subscribe for more insights into Martech, digital-first strategies, and digital transformation.

Produced by iPaper & Podcaster.dk
Recording, editing and mixing: Dennis G. M. Jensen / podcaster.dk