Forrester's report, commissioned by Acquia, highlights the challenges organizations face in managing their marketing technology (martech) stacks. Martech growth has outpaced broader enterprise software, but 77% of IT decision-makers report technology sprawl, complicating content creation and digital experience delivery. A complex martech stack leads to wasted investments, poor alignment, and low ROI. Simplification is key, with 87% agreeing it boosts ROI. Generative AI is also seen as vital for content management but requires careful integration to avoid exacerbating issues. Content remains crucial for marketing success, but alignment with business goals is a common struggle.

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