When is a martech stack too complex?
At many companies — but not all — their martech stack has become too complex.
Aside from the anecdotal evidence that I frequently hear on LinkedIn and Twitter threads, Gartner’s most recent Marketing Technology Survey frames the problem quantitatively: on average, the 324 enterprise marketing technology leaders they surveyed reported that only 42% of their martech capabilities are being used.
That’s down from 58% utilization in 2020.
You only need two points to draw a line, and this line is headed in the wrong direction.
I’ll put aside my usual rant about martech stack utilization being a misguided metric and just take this at face value. Whatever these respondents thought they meant by utilization, the fact is that most of them think it’s less than half of what it should be. And they think it’s dropped significantly over the past two years.