Member Article

65% of marketers prioritise MarTech despite over half feeling ‘overstacked and overwhelmed’

• New survey by Clevertouch Consulting reveals only half of marketers love their MarTech and the majority (67%) are now prioritising technology over creativity 
• However, many face ‘overstacked syndrome’ with the majority using 50+ platforms and feeling overwhelmed as a result 

Clevertouch Consulting, Europe’s leading marketing technology consulting and service provider, has today revealed the results of its latest survey. The research revealed that the majority of marketers and their organisations love MarTech, despite feeling overwhelmed. 

Although over half of the 250 respondents think their MarTech stacks are streamlined, more than half (54%) admitted to using over 50 technology platforms. On top of this, 64% marketers believe their stacks have become more complex in recent years.

From overwhelm to simplification

When it comes to different technologies, 57% of marketers are feeling overwhelmed with the amount of marketing technology platforms available to them. This is primarily due to the inability to keep up with how the platforms they use are developing (21%), as well as a lack of in-house expertise to manage platforms (17%). To combat feeling overwhelmed, 55% are planning to simplify their MarTech stack in the next 12 months. 

However, the desire for MarTech is still strong, with almost half of respondents (49%) stating that they love MarTech due to its ability to launch campaigns more frequently. On top of this, 52% reported that their organisation also loves MarTech, primarily due to it enabling the effective execution of marketing campaigns and delivering useful insight back into the business.

Reliance on MarTech was also highlighted, as 65% of marketers are now prioritising technology over creativity. Over half (54%) think MarTech has made their marketing strategies more effective, with greater ability to track ROI and lead generation (25%).

Adam Sharp, CEO at Clevertouch commented: “It is increasingly vital that marketers leverage MarTech to track ROI, lead generation, and create competitive advantage. However, what’s clear from our survey results is that marketers are bombarded with solutions and stacks that are tricky to optimise. We need to make marketers' lives easier, and simplification methodologies such as the Martech Spine – where CMOs can focus on 4-6 core tools – are going a long way in helping marketers to achieve more with less, ultimately reducing the overwhelm that many are facing.”

This Spring, Clevertouch Consulting will launch its State of Martech Report 2024. The report is the only research of its kind to be conducted with an academic institution and will provide insight and advice for CMOs that are looking to maximise adoption, utilisation and impact from their MarTech this year. 

This was posted in Bdaily's Members' News section by Lucy Jefferson .