Executive Summary

By Summer 2018, international software vendors that sell Marketing Technology solutions into the EU will – by action or inaction – have self-selected into one of four broad categories:

1. Do not comply with the requirements of GDPR, but continue to sell into the EU

  • these vendors face declining credibility with buyers;
  • potentially facing a loss of confidence among investors and shareholders;
  • administrative fines up to 4% of global revenues may be levied by EU Data Privacy Authorities;
  • CMOs and Product Management VPs in this situation may be fired.

2. Non-compliant and therefore voluntary exit from the EU market

  • cannot or will not make necessary changes to products and/or supporting services;
  • choose to avoid the level of investment necessary to compete in the EU;
  • are able to make sufficient revenues from other geographic territories.

3. Compliant

  • organisations that have adapted their internal processes for personalised one-to-one marketing, plus tracking & monitoring;
  • they have also documented data flows and conducted privacy risk assessments;
  • however, they will face stiff competition from …

4. Vendors offering “Privacy by Design”

  • these vendors understand not only how GDPR affects their EU customers,
  • they have also incorporated these insights into product development plans and go-to-market strategies.
  • By directly addressing and solving GDPR issues for their customers they will gain a significant long-term Competitive Advantage.