The Martech Replacement Survey 2020: What Motivates Marketers to Change Applications & Vendors
Two conflicting dynamics were the catalyst for conducting this research:
The number of marketing technology applications and martech vendors skyrocketed over the last five years. Human behavior and the laws of physics, specifically organizational inertia, remain constant: New marketing technology applications are being devised and the capabilities of existing applications evolve faster than organizations can absorb them.
And yet, an overwhelming 83% of respondents reported that their organization had upgraded or replaced at least one martech application in the last 12 months. This report reveals the motivations and processes that drive organizations to replace mission-critical market applications, and why it matters for both marketers and marketing technology vendors.
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