Executive summary
Marketers reported using 42% of their martech stack capabilities in 2022, down from 58% in 2020. Solution overlap, hiring difficulty and ecosystem complexity were the main obstacles named.
Key findings
- 42% Stack capabilities in use
Marketers used 42% of their martech stack capabilities, compared with 58% in 2020. - 25% Share of budget on martech
CMOs allocated 25% of marketing budgets to marketing technology in 2022. - 30% Overlap between tools
30% of respondents cited overlapping solutions as a challenge. - 28% / 27% Hiring and complexity
28% had difficulty recruiting talent for adoption, and 27% struggled with ecosystem complexity.
Methodology
Gartner surveyed marketers in May and June 2022 and announced the results on October 4, 2022. Utilization is self-reported.
This is the Gartner marketing technology survey announced on October 4, 2022. It is the most-cited source for the claim that marketers use less than half of the martech they pay for.
How to read it
It is a 2022 survey, so it should not be quoted as a current figure. Gartner has published later martech surveys, but we could not read their full releases (Gartner’s site blocked our access), so none of their figures are repeated here. “Utilization” is the share of a stack’s capabilities that a team reports using, which is a self-assessment.