"Despite the significant investment poured into martech, most organizations still operate at a basic level, sending batch-and-blast emails and running simple A/B tests. New McKinsey research adds more evidence about the state of martech maturity and shows the same issues persist. Despite the market ballooning to $131 billion in 2023 and projected to hit $215 billion by 2027, 65% of organizations still self-identify as developing or operational in their martech capabilities."
"The research identified four fundamental challenges that explain why martech hasn't delivered on its potential. These aren't technology problems but organizational and strategic failures that AI alone won't fix - and no technology can fix on its own. Martech lives in organizational no-man's land, with little genuine C-suite ownership or cross-functional accountability. This leads to: Implementations that happen in isolation. Narrow use cases that never scale. Tools that support existing processes instead of transforming them."
Significant martech investment coexists with basic marketing practices like batch-and-blast emails and simple A/B tests. Market value reached $131 billion in 2023 and is projected to hit $215 billion by 2027, yet 65% of organizations self-identify as developing or operational in martech. Interviews show many claiming operational maturity lack the core enablers for genuine transformation. Martech promised real-time personalization, automated workflows, superior customer visibility and exponential growth; instead teams often automate legacy processes, struggle to measure ROI, and treat martech as a support function. AI offers a reset, but organizational and strategic failures must be addressed to scale and transform capabilities.
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