Too Much Marketing Technology, Too Little Impact

Many companies are increasing their marketing technology investments but failing to see a clear impact due to poor data integration and measurement. A survey by Bain & Company found that top-performing marketers are twice as likely to have a mature tech stack that is anchored around a core platform. By effectively connecting marketing and business teams, these leaders are better able to tailor technology solutions to meet specific business needs and drive ROI.

The 2024 MarTech Replacement Survey found that 57% of marketers added one to five new applications to their stack that year. Despite this, 66% of respondents struggle to measure the impact of these tools due to data infrastructure and integration issues. This often leads to internal friction regarding the ROI of continued technology spending.

Leaders in the space, defined by market share growth of at least 7%, are twice as likely to have fully mature stacks. These companies use their integrated systems to advance personalization and channel orchestration, maintaining a competitive edge even as data privacy regulations tighten.