Almost every business (99%) know their MarTech setups need an upgrade in 2025. That’s a tidal wave of transformation. What’s fascinating is that 35% of these companies are ready to scrap their current tools entirely. Why? Because the demand for seamless, efficient, and forward-thinking systems is undeniable.
Performance improvements, richer customer experiences, and integrating next-gen tech like AI are driving this momentum. Marketing leaders in the US and UK get it, with 34% ranking MarTech strategy among their top three priorities. That’s on par with traditional heavyweights like boosting brand awareness or pulling in new customers.
But it’s not all smooth sailing. Legacy systems are anchoring progress. And fragmented data? It’s a weak link in the chain. With 68% of respondents acknowledging that data silos block their ability to deliver timely, personalized experiences, it’s clear this issue needs fixing.
MarTech budgets rising despite economic uncertainty
Even with economic storms brewing, businesses are doubling down on MarTech investments. Nearly two-thirds (65%) of companies expect their budgets to grow by 5% to 20% next year. MarTech has become key for staying competitive, especially for smaller companies. They’re leveraging these tools to stretch their resources and challenge industry giants.
What’s particularly interesting is the shift in who’s paying attention. MarTech isn’t being seen as a marketer’s playground anymore. C-suite executives are increasingly involved, recognizing its importance in scaling operations and driving measurable results.
“Only 10% of businesses expect to trim their MarTech budgets, reinforcing that this is viewed as a growth investment, not a cost center.”
AI adoption in MarTech remains cautious and limited
AI in MarTech has enormous potential, but adoption is cautious, to put it mildly. Only 21% of businesses rank AI implementation as a top objective. Most who have ventured into AI are still testing the shallow end, sticking with basic tools like content recommendations. High-impact uses like real-time personalization or advanced segmentation remain rare.
This slow uptake makes sense when you consider the barriers: outdated systems and fragmented data create a tough environment for AI to thrive. Nearly 54% of businesses haven’t even started integrating AI into their stacks. Among the 47% that have, the majority are underusing its capabilities, sticking with basic applications rather than pushing the boundaries.
Businesses know AI is valuable, but they’re still working out how to implement it effectively.
Disconnected data systems bring major challenges for MarTech optimization
Siloed data is a bottleneck that throttles growth. Companies want to deliver personalized, relevant experiences, but fragmented systems make that nearly impossible. A significant 68% of businesses admit this lack of data integration limits their ability to achieve those goals.
It’s not only about personalization either. Measurement and attribution, key tools for understanding ROI, are hampered by disconnected data systems, with 37% of respondents calling this a top challenge. At the same time, 29% say that unifying customer data is their primary hurdle.
Think about it: how can you act on insights if you can’t even pull them together? This disconnection, while an operational issue, is also a missed opportunity to connect with customers in a meaningful way.
Overcome complexity and skill gaps
The reality is that complexity is slowing businesses down. Legacy systems, slow cloud migration, and a shortage of in-house expertise are leaving many companies stuck in neutral. More than half (53%) of respondents admit their current MarTech tools simply don’t cut it anymore, creating barriers to hitting their marketing goals.
So, what’s the solution? Businesses need to be bold. Dedicating internal teams to focus exclusively on MarTech can accelerate progress. For those lacking the bandwidth, partnering with experienced service providers can bridge the gap and inject much-needed expertise.
The bottom line is clear: modernizing MarTech is a must. Companies that get ahead of this curve will find opportunities to innovate, scale, and win in a crowded marketplace.
Final thoughts
Is your brand ready to embrace the future, or are you clinging to systems that can’t keep up? In a world where data drives decisions, personalization wins customers, and AI redefines possibilities, standing still is akin to moving backwards. Are you modernizing fast enough to outpace the competition, or will your competitors leave you behind?
