According to GartnerMKTG, marketing leaders report utilizing just 42% of the breadth of capabilities available in their martech stack overall, down from 58% in 2020. Read the full findings focused on the state of martech here.
, tech investments are a priority for CMOs and proving their ROI is more crucial than ever,” Bloom said. “Yet the challenges associated with martech underutilization, such as new business models and disrupted customer journeys, are making it difficult for marketers to demonstrate technology's value.”
The 16 percentage point drop in overall martech utilization in the past two years can be attributed to a significant amount of overlap among marketing technology solutions , difficulty identifying and recruiting talent to drive adoption/utilization , and complexity/sprawl of the marketing technology ecosystem .
“The fact that marketers are already leveraging technology to support emerging activities underscores their desire to outfox the competition and get a head start on controlling their own destinies in a world of more fallible identifiers,” said Bloom.
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