European marketers are traditionally more hesitant about investing in technology projects, leading to a perception that they are late adopters. But in 2014, we observed a new European propensity to invest, and this trend continues with an increasing sense of urgency. In Forrester’s Global Business Technographics® Marketing Survey, 2015, 50% of 248 European markers even named “don’t have the right technology” as their most important organizational concern related to achieving their marketing priorities — and European firms now have stronger investment plans than their North American peers in almost every marketing category.
As well as having to deal with a more complex regulatory environment, marketing and sales disciplines are also markedly different in Europe. The survey showed that European businesses tend to: