Is your Martech under-utilized
Do you know how much you are paying for marketing tools every year? MarTech investments account for around 25% of total marketing budgets on average. However, in the 2022 Gartner Marketing Technology survey, marketers report that they utilize only 42% of the capabilities available in their MarTech stack, down from 58% in 2020. Challenges that lead to Martech underutilization The last ten years have seen an explosion of interest and new applications in MarTech. Back in 2011 when Scott Brinker started tracking the MarTech landscape, there were just 150 tools. Today, the number is 9,932. The complexity has grown exponentially, which makes it more challenging than ever to keep technology up-to-date and staff up-to-speed in acquiring the necessary MarTech knowledge. Challenges are mounting in all aspects, but most marketers cited the below three root causes as the biggest hurdles standing in the way of effectively leveraging MarTech, according to Gartner’s survey: A significant amou
