MarTech Replacement Survey: Marketers want better features from their martech solutions

Marketing organizations are still doing it. Ripping out martech solutions in favor of alternatives with better features, better integration capabilities and more data centralization.

And that includes mission-critical solutions like marketing automation and CRM.

The 2022 MarTech Replacement Survey showed a continuation of some of the trends detected in 2021. Organizations are still re-training team members to handle new technology rather than bringing on new hires. Proving ROI has always been important, but the importance is growing. Businesses are still switching from homegrown to commercial technologies. And the voice of marketing operations is getting louder.

Solutions replaced. It never ceases to surprise us to see so many marketing teams facing the challenge of trading their existing marketing automation and CRM platforms for something new. It’s easier to swap out SEO tools, and that’s the third most frequently replaced category in this report.

Up this year was the replacement of project management, ABM and e-commerce platforms — but respondents seem to have figured out virtual events in 2020 and 2021, because there was less activity in that category in this latest report.

A deep dive. The survey, based on responses from almost 300 marketers, not only looks at which solutions were replaced, but also:

• The key reasons for the changes.
• Who championed the changes.
• How the new implementations were managed.
• How long the replaced solutions had been in place.

Download the 2022 MarTech Replacement Survey here. It’s free and requires no registration.

Why we care. Marketing technology is no longer a nice add-on that supports campaigns and creative initiatives. In fact, it stopped being that a number of years ago. The martech stack is at the center of marketing, determining what marketing organizations can attempt and achieve, defining viable and exceptional strategies, and creating the conditions for success — or failure.

Within the constraints of budgets and the need to demonstrate ROI, every savvy marketing team sees the stack as something constantly evolving and hopefully improving. You’re all on a journey — what we are humbly trying to do is help show you the way.

The 2021 MarTech Replacement Survey is here.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.