“We must consolidate!” Marketing technology — martech — is a study in contradictions. On one hand, in the current economic environment, marketers and marketing operations leaders have come under enormous pressure to cut costs and demonstrate value from their existing martech investments. A recent Gartner report claiming that companies were only “utilizing” 33% of their martech capabilities has served a rallying cry for CMOs, CIOs, and CFOs to consolidate or eliminate unnecessary products from the stack. So not surprisingly, Gartner also reported that 75% of CMOs now agree with the statement that “our marketing organization is facing increasing pressure to cut our marketing technology spend to deliver better ROI.”

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