"The 2025 MarTech Replacement Survey shows a sharp drop in replacement activity across major categories, indicating a significant shift in how marketing teams manage their technology stacks."
"From 2021 through 2023, replacement rates across core platforms were remarkably stable, but in 2025, replacement activity dropped sharply across nearly every major category."
"The churn era of martech replacement, characterized by steady activity and feature-driven switching, has transitioned to a period of stability and reduced replacement rates."
In 2025, martech replacement activity saw a notable decline across key categories, with marketing automation dropping from 31.1% to 19.4%, CRM from 22.1% to 9.7%, and email platforms from 24.3% to 13.7%. This trend reflects a broad-based pullback in replacement behavior rather than a simple demand contraction. Over five years, replacement rates were stable until a spike in 2024, followed by a sharp drop in 2025, marking a significant change in how marketing teams evolve their technology stacks.
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