There are now 15,384 martech tools on the market, according to the State of Martech 2025 report. That’s 1,278 more than a year ago, and, as big as that number is, it’s not the biggest news in the report. Editorial Director Mike Pastore distilled the 126-page study into 10 must-know takeaways.

One of the world’s greatest feuds — Sales vs. Marketing — may finally be ending. Steve Armanti explains how AI is tearing down the walls between them like nothing else could. 

Finally, is your CRM lying to you? It could be if you’ve been feeding it dirty B2B data. Pamela Parker looks at the problem and what you can do to fix it.

Constantine von Hoffman
Managing Editor

Marketing technology

10 insights for marketing and MOps leaders from the State of Martech 2025 report

There are now 15,384 tools in the martech universe, but the bigger news is how these tools impact marketing organizations.

Marketing technology

Is your CRM lying to you? The hidden costs of dirty B2B data

How inaccurate data sabotages marketing performance — and what you can do about it.

Marketing management

Could AI be what finally aligns marketing and sales teams?

Marketing says sales drops the ball. Sales says the leads are junk. AI might finally end the blame game.

MarTech webinar

Still digging through folders like it’s 2012?

It’s 2025. Your marketing workflow shouldn’t feel like a digital scavenger hunt. Join this webinar to see how GenAI is helping marketers ditch the busywork and find what they need fast.

Marketing attribution

The real reason marketing measurement keeps failing

Attribution and MMMs need to evolve. But without cleaner, more consistent data behind them, they’ll never reach their full potential.

B2B marketing

Marketing on LinkedIn: What you need to know

Your guide to LinkedIn's tools, strategies and best practices. Updated with details of the new metrics for creators.

Agencies

How-to guide for: Cross-platform measurement

Help your clients make smarter media decisions—learn how to track brand lift across every channel, optimize in real time, and prove performance with confidence.

Marketing technology

Your subscribers are tired and distracted, so give them less and they’ll love you more

With shrinking attention spans, traditional newsletters are struggling. Here’s how to shift to smarter, more focused email marketing.

On-demand marketing training

The complete MarTech spring season is now available!

Unlock 45+ on-demand discussions on marketing strategy and solutions to overcome your biggest AI, GTM, ABM, and influencer marketing challenges – yours for free.

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What else we're reading

• Ever feel like a marketing impostor? Read this.
• RIP, Skype. You shoulda been a contender.
• What’s the most useful marketing skill you’ve learned lately?
• Theories on why marketers are so burned out. 
• Are you even a marketer if you haven’t faced this?
• Salesforce hacks designed to make life easier for users

MarTech research

• NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

• NEW! MarTech’s new MarTech Intelligence Report, B2B Data Enrichment and Hygiene: A Marketer’s Guide, includes profiles of 12 B2B data vendors.

• Get profiles of 14 email marketing platforms and more in the 2025 MarTech Intelligence Report, Email Marketing Platforms: A Marketer’s Guide.

• MarTech’s new buyers guide for identity resolution includes profiles of 11 identity resolution platform vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

• Get in-depth profiles of the top players in the marketing project and work management space. Download the MarTech Intelligence Report on Marketing Work Management platforms.

• The 2025 MarTech Intelligence Report on Marketing Automation Platforms is here. Get an overview of the MAP market and profiles of 14 vendors.

• Improve your understanding of the CDP market and get profiles of 21 vendors in the space. It’s the 2025 MarTech Intelligence Report on customer data platforms.

What they're saying

• “The future of marketing and sales alignment isn’t about better meetings or clearer SLAs. It’s in how these teams collaborate in an AI-driven world.” – Steve Armenti in Could AI be what finally aligns marketing and sales teams?
• “AI can’t fix fragmentation. Even the most advanced tools are only as good as the data they’re fed. Without clean, structured inputs, they’ll only deepen existing blind spots.” – Angelina Eng in The real reason marketing measurement keeps failing.

From Search Engine Land