Post by Clevertouch Consulting

𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝: 𝐓𝐡𝐞 𝐒𝐭𝐚𝐭𝐞 𝐨𝐟 𝐌𝐚𝐫𝐭𝐞𝐜𝐡 𝟐𝟎𝟐𝟓 We are delighted to share the release of this year's State of Martech research: Link in the comments 👇 Now in its sixth edition, this research is still the only dedicated study into the Martech industry that is carried out in partnership between a commercial practitioner - Clevertouch Consulting, and an academic research body - the University of Stirling Business School, for increased reliability and validity in both design and insights. Our aims for the State of Martech are that the insights will help you to: ⭕ Make informed decisions against a wider political and economic backdrop that is causing increased uncertainty and scrutiny at C-level; ⭕ Establish a simpler, better integrated approach to Martech that focuses on solid foundations from which you can build marketing capabilities; ⭕ Optimise your existing Martech and equip your team with the skillset required to gain competitive advantage. This year’s survey garnered the opinions of 616 senior marketers from across the UK (44%), US (41%) and EMEA (15%). Shockingly, only 40% of martech systems are used by nearly half the marketers we surveyed, with the vast majority using less than 60% – and even fewer platforms are integrated. It’s a costly and unsustainable landscape. 𝐀𝐬 𝐬𝐮𝐜𝐡, 𝐚 𝐛𝐢𝐠 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐲 𝐟𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐡𝐚𝐬 𝐭𝐨 𝐛𝐞 𝐨𝐩𝐭𝐢𝐦𝐢𝐬𝐢𝐧𝐠 𝐭𝐡𝐞𝐢𝐫 𝐞𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐢𝐞𝐬 𝐚𝐧𝐝 𝐞𝐪𝐮𝐢𝐩𝐩𝐢𝐧𝐠 𝐭𝐡𝐞𝐢𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐞𝐚𝐦 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐬𝐤𝐢𝐥𝐥𝐬𝐞𝐭𝐬 𝐧𝐞𝐞𝐝𝐞𝐝 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐚𝐧𝐝 𝐫𝐞𝐦𝐚𝐢𝐧 𝐚𝐭 𝐭𝐡𝐞 𝐟𝐨𝐫𝐞𝐟𝐫𝐨𝐧𝐭 𝐨𝐟 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐢𝐧𝐠𝐥𝐲 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐭𝐢𝐚𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲. We hope you get as much insight and pleasure in reading this year’s report as we do in compiling it. Thank you to Professor Rob Angell of Stirling Business School in helping us shape this report to be an academically robust and reliable piece of research that marketers can embed into their future martech investments and priorities. #martech