Cost is a vital consideration for 61% of marketers evaluating replacement applications, highlighting a significant increase from 37% in last year's survey.
While cost is critical, features remain the main driver for seeking replacements; 48% of marketers cite the desire for better features while evaluating homegrown applications.
The MarTech Replacement Survey found that marketing automation platforms have consistently been the most replaced category, with 31% of respondents replacing them in 2024.
The lifespan of martech applications averages three to five years, with nearly two-thirds of replaced applications used for five years or less.
#martech-replacement #cost-considerations #marketing-automation #application-lifespan #survey-insights
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