The martech landscape
Marketing technology is a multi-billion-dollar sector underpinning the modern, digital marketing ecosystem.
Enterprises spent a staggering USD-120 billion on marketing technology solutions that increased to 8,000 from 150 in less than a decade.
While much of this technology innovation is exciting, many CMOs are not entirely sure their martech investments are working out. In the past year, 83% of marketers have swapped out at least one marketing software application, which is not surprising as most brands and marketers only utilize 58% of the capabilities of their martech stack. It’s like the old advertising adage: “Half the money I spend on marketing is wasted; the trouble is, I don’t know which half.”