More than 80% of marketing technologists reported they had upgraded at least one marketing tech application last year, according to MarTech Today’s 2020 MarTech Replacement Survey.
This year, the Marketing Technology Landscape reached a whopping 8,000 martech tools. With so many available solutions, it’s no wonder martech leaders have a difficult time reining in the number of solutions they implement.
“We see customer tech stacks that have 30-plus applications — even 50-plus is not unusual,” said Ed King, CEO for the data orchestration platform Openprise, “Installation for a lot of these marketing technologies and sales technologies are very easy. This is the attraction of [the tools], but making them work together is becoming more like a nightmare.”
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