The 2024 MarTech Replacement Survey reveals that a significant number of marketers replaced their technology tools in the past year, prioritizing cost as a leading factor. Integration, APIs, and effective ROI measurement also play crucial roles in decision-making. The tool replacement process is extensive, usually taking months, with marketing management leading the way, often retraining existing teams rather than hiring new staff. The 2025 survey will further explore the impact of AI on martech strategies and decision processes.
In 2024, cost emerged as the top consideration for marketers when selecting new technology tools, with integration and the ability to measure ROI closely following.
Replacing marketing technology is a prolonged process that typically lasts several months, led primarily by marketing management and often involves retraining current teams instead of hiring new personnel.
The upcoming changes for 2025 in the MarTech Replacement Survey focus on how AI is influencing martech stacks and the decision-making processes of marketing teams.
Marketers are encouraged to participate in the survey, which is designed to gather insights on how AI is reshaping replacement decisions and evaluating technology stacks.
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