Can anyone articulate the value of their martech stack?

"Take the size of the market: there are now 15,000 active, credible martech vendors, according to McKinsey. These providers were collectively worth $131bn in 2023 - a number that McKinsey projects to reach $215bn by 2027."

"But McKinsey's analysis finds a "widening gap between what martech can deliver and what it actually does," with most marketers "still in the early stages of maturity" with their martech understanding and operations (if not investments)."

""As a marketer, you're just inundated," Tas says. "Everything says that they can do everything... You almost have a paralysis of what to do. It's a big challenge for marketers - martech leaders, CIOs, CMOs - to navigate this malaise.""

Since 2011 the martech market has grown rapidly, producing roughly 15,000 active, credible vendors and creating large, often unwieldy technology stacks. Collective martech provider value reached $131bn in 2023 and is projected to hit $215bn by 2027. McKinsey's analysis identifies a widening gap between potential martech capabilities and actual commercial outcomes, with most marketing organizations still in early stages of martech maturity. Many firms underestimate stack size by up to tenfold, and individual stacks commonly contain hundreds of tools. Excessive vendor claims and spiraling complexity inundate marketers and create operational paralysis for martech leaders, CIOs, and CMOs.

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