Findings:Not what you’d expect
Prevailing wisdom is that the COVID-19 pandemicwas the catalyst for replacing marketing technology applications and thatthe wobbly economy is slowing the pace ofreplacements.This year’s MarTech Replacement Survey debunks both views.
Looking at four years of data from this research leads to one of two conclusions:That COVID actually slowed the pace ofmartech replacements,or that our first edition of this report was an outlier (see Figure 1).
Whether the economy is impacting the rate of replacements is less dear.The 2021,2022 and 2023 editions of this researchyielded remarkably similar results in some categories (marketing automation,data management/CDP,analytics/businessintelligence,and multifunction marketing suites)and differing results in others (CRM,email distribution,CMS,attributionperformance tools).
Also,those who participated in this survey appear to have reached atipping point.Those who self-identified as marketingoperations professionals (either management or staff)were the largest group of respondents to the survey for the first time,followed closely by those identifying themselves as”marketing management.”
The number of marketing operations people participating increased steadily since the frst edition was fielded in 2019,from 15%of all respondents to 26%of respondents this year.This result adds another data point confrming that marketingoperations is agrowing profession.
On behalf of theteam here at MarTech,we hope you find this report useful and informative.We welcome any comments or
suggestions you may have to improve future editions.
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