Data Snapshot

B2C Marketers Recognize That Martech Stack Complexity Is Unsustainable

March 30th, 2023
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Emily Collins , Bruna Venicio , Christine Turley

To accommodate consumer demands in a tight economy, brands seek a streamlined marketing technology (martech) approach that balances efficiency and functional capacity. Some 28% of B2C marketers agree that their current tech portfolio is too complex and contains redundancies, leading to inconsistent customer experiences and inefficient spending. However, only 19% of marketers believe one martech vendor can provide all the capabilities they need. Most marketers accept that the martech stack will always involve multiple components, but 47% would like to reduce their number of martech suppliers. This is a snapshot of 32 enterprise marketing suite users’ thoughts on martech.

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