#performance

AI is accelerating marketing's shift to in-house capabilities at a faster and cheaper scale than prior waves, according to MarTech. Boards are now questioning whether the resulting efficiency produces measurable results.

Marketing brought capabilities in-house during the 2008-2009 Great Recession, with companies such as Intel moving media services internally to preserve budgets.

A report from the CMO Council and MartechTribe analyzed 988 martech stacks across seven industries and 49 categories. It compared the breadth of technology capabilities and the maturity of people and processes using them. Outperformers were defined as the top 30 percent in revenue per employee within each industry.