Technology
6 industries · 82 businesses scored · Rank 1 of 11
Technology ranks fourth at 64.8, which might surprise anyone who assumes tech companies are automatically good at marketing. They are good at Digital Maturity (68.1, tied with Financial Services for the highest in the dataset) and Retention and Loyalty (65.7, second highest nationally). Where they fall short is Brand and Positioning at 62.6, nearly 2.5 points below average.
B2B SaaS leads the sector at 68.4 and is the standout vertical. SaaS companies invest in content marketing, product-led growth loops and attribution tracking in ways that other tech verticals do not. Telecommunications at 60.7 anchors the bottom, weighed down by commoditised offerings and acquisition models that prioritise price over experience.
Data and Tracking at 61.1 is the highest of any sector, which makes sense. Tech companies build the tracking tools everyone else uses. But 61.1 is still in Average territory, which says something about the gap between having the tools and actually using them for marketing decisions.
Technology has the highest Data and Tracking score of any sector (61.1) but still sits in Average territory. Building tracking tools and using them for marketing decisions are two different capabilities.
Dimension breakdown
Technology leads on Retention & Loyalty (66.2, +3.8 vs national) and has the most room to move in Brand & Positioning (62.1, -2.1 vs national).
Industries in Technology
Dimension breakdown by industry
Each row is one industry. Each bar shows its score on that dimension. The dashed line marks the sector average.
Does bigger mean better?
Average score by industry and company scale
| Industry | Enterprise | Large | Medium | Small Business |
|---|---|---|---|---|
| B2B SaaS & Software | 71.5 12 businesses | 73.2 3 businesses | — | 60.9 3 businesses |
| Crypto & Web3 | — | 76.3 3 businesses | 63.5 4 businesses | 51.9 2 businesses |
| Cybersecurity | — | 77.9 3 businesses | 65.4 4 businesses | 51.5 3 businesses |
| Digital Media & Publishing | 68.3 5 businesses | 76.9 3 businesses | 64.1 4 businesses | 54 3 businesses |
| IT Services & Managed Services (MSP) | 68.1 2 businesses | — | — | — |
| Telecommunications (Retail Telco & ISPs) | 66.7 7 businesses | — | 57.3 2 businesses | 49.7 3 businesses |
Inside each industry
Every scored business, grouped by industry. Taller bars mean higher scores.
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What to watch in Australian tech
Cybersecurity at 65.0 and Crypto at 65.2 are both punching above weight for relatively young verticals. Cybersecurity benefits from urgent buyer intent. Crypto benefits from community-driven brand equity. Both are worth watching as they mature.
The 7.7-point gap between B2B SaaS (68.4) and Telco (60.7) is the sector's defining tension. Product-led companies outperform sales-led incumbents on nearly every dimension. As AI lowers the cost of building software, the SaaS playbook will spread to more of the sector.
What the numbers reveal
Based on 82 scored businesses across 6 industries. Updated as new audits complete.
17.3-point gap between Enterprise and Small Business
Enterprise businesses average 71.3. Small Business averages 54. Scale creates a 17.3-point advantage in this sector, driven by dedicated marketing teams and infrastructure investment.
ASX-listed companies score 3.7 points higher than unlisted
26 ASX-listed businesses average 69.6 vs 65.9 for 56 unlisted. Public reporting discipline and larger budgets correlate with stronger marketing maturity.
Digital Maturity (68.5) is the sector's edge. Data & Tracking (60.6) is the drag.
A 7.9-point spread between the strongest and weakest dimensions. Digital Maturity is 2.5 points above the national average.
1.8 points above the national average of 63.7
Technology ranks 1 of 11 sectors. The gap is closeable. These are not structurally weak businesses. They are businesses that have not prioritised digital marketing.
NSW dominates with 48 of 82 businesses
59% of scored businesses in this sector are headquartered in NSW, averaging 68.2. VIC (22), QLD (8), NZ (3) follow.
Xero leads the sector at 90
24.5 points above the sector average. Scores 15.5 points above its own industry (B2B SaaS & Software). ASX-listed. Enterprise scale, based in NZ.
What people ask about this sector
Top performers in Technology
Highest-scoring businesses across all technology industries
Sector rankings
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