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Mired in Martech: Optimizing Tech Stacks for Real Efficiency
In his 2024 Marketing Technology Landscape report, editor Scott Brinker tallied 14,106 distinct digital martech products. And he released that report back in May.
Year over year, that number continues to grow at a dizzying pace, with each new product promising to streamline operations, improve customer experiences or generate revenue.
Unfortunately for midsize and large enterprises, all that streamlining and improving and generating inevitably creates a Gordian knot of duplicative and disconnected capabilities in their martech stack. Which only frustrates teams and wastes resources.
Digital transformation must be a key priority for businesses, but simply acquiring promising tools is not enough — those tools must be integrated to work together effectively before they will deliver any real value.
Unfortunately, that doesn’t always happen.
According to research from last year, only 27.4% of B2B companies reported that their martech stack was fully integrated, a steep drop of over 12 points from 2022. Meanwhile, over 23% of companies admit they are using a disconnected platform mix, up from just 9.9% the previous year. This ongoing rise in fragmented systems is not simply a technical issue; it’s a strategic challenge that deserves leadership attention.
What can executives do to ensure they get the most value from their martech investments? Here are five specific steps worth taking:
The biggest barrier to martech success is fragmented data because data drives relevance and relevance drives results. To break down internal silos and enable better decision-making, organizations must focus on creating a centralized repository where data can flow seamlessly across departments and platforms. This requires prioritizing a unified data strategy by implementing clear data governance and integration protocols to ensure consistency and accessibility.
It’s easy, and even fun, to get carried away with adding new technology, but without integration, those tools become costly. Instead, focus on middleware, APIs and integration technologies: the infrastructure that connects your system and allows collaborative data sharing across the entire platform. Seamless integration is key to avoiding duplication and realizing the full potential of the entire martech stack.
Your technology shouldn’t be considered simply IT or marketing investments; they’re organizational. The C-suite should encourage collaboration across all departments, from sales to operations to IT, ensuring everyone is aligned on how tools are used and the outcomes they drive. Alignment ensures every department gets full value from your investments.
Too often, businesses underestimate the learning curve that comes with new technology. Leadership must ensure teams are properly trained to use these platforms effectively. By making continuous education and support a priority, companies boost user adoption and maximize the value of their technology stack.
All martech investments must be tied to measurable outcomes. Regularly evaluate the performance of your stack by tracking key metrics like lead generation, customer retention and operational efficiency. If a particular platform isn’t delivering results, adjust and optimize immediately. Agility in your tech strategy ensures that you’re continually improving and adapting to changing business needs.
For most organizations, making martech integration an ongoing strategic focus will return immediate benefits, both in the work culture and to the bottom line. The businesses that succeed will be the ones that treat their tech stack as a strategic asset, and invest in the people, processes and infrastructure to make it cohesive and productive.
Taking an active role in driving these initiatives is a new opportunity for C-suite leadership to deliver real value and position their companies for long-term success. Which is of course the ultimate goal.
About the Author
As the leader of Marketing Effectiveness, Jessica Stemper oversees the Data Services, Analytics, and Marketing Automation teams. With over 15 years of experience, her passion is bringing together data engineers to build robust data solutions, alongside analysts to understand marketing performance in the clearest of insights. Her passion continues in the Marketing Automation through the execution of the consumers digital experience. Jessica loves when the insights and recommendations turn into actionable strategies that provide engagement lifts. When not at work, Jessica enjoys kickboxing, traveling, and watching her children play sports!
About the Author
Brian Kohlmann is the Lead Marketing Technologist at Bader Rutter. He has over 25 years of experience in various disciplines, including digital and communications strategy, sales, and account management. He is a DMI Certified Digital Marketing Professional and holds certifications in generative AI from Microsoft and LinkedIn, Account-Based Experience from Demandbase, and Prompt Engineering from Vanderbilt University, showcasing his expertise and passion for marketing technology. In his current role, Brian ensures the seamless integration of MarTech stacks across internal and client teams, uncovering synergies, identifying gaps, and capitalizing on opportunities. He also explores new technologies aligned with Bader Rutter’s clients’ strategic business goals, driving innovation and growth. Additionally, he cultivates a strong foundation of digital acumen within both internal and external teams, equipping them to navigate the ever-changing digital landscape with confidence.