MarTech Replacement Survey 2023: Marketers Want Easier Integrations and Better Features
The MarTech Replacement Survey 2023 reveals that the rate at which businesses are replacing major martech systems has been steadily decreasing over the last three years. While 2020 is an outlier, probably due to the start of the pandemic, the data from 2021, 2022, and 2023 show more stability in the use of martech tools.
A more intentional approach
According to Scott Brinker of Chiefmartec, this is good news. “2020 was clearly a year of enormous disruption in martech—and everything else, for that matter,” he writes. But since then, “the rates at which CRMs, email platforms, analytics/BI, and other attribution and performance tools were replaced have been cut by more than half. …It’s less rip-and-replace, more extend-and-embrace.”
This slower, more intentional approach is allowing marketers to choose applications that better fit their needs with less disruption to their operations and teams. The survey indicates that when businesses replaced martech products, they kept their existing staff for the most part. This contrasts with pre-pandemic data that show 43 percent of respondents hired new staff when switching martech systems.
Infographic courtesy of Third Door Media Inc., MarTech Replacement Survey 2023
Higher expectations
But why change systems in the first place? To get better features—that’s the reason respondents selected the most. Interestingly, though, the second most common motivation was a desire for better and/or easier integration. In fact, 36 percent of respondents indicated that integration capabilities/open API was an important factor when choosing a replacement. Another 35 percent selected data centralization/data capabilities as a key part of the decision.
Infographics courtesy of Third Door Media Inc., MarTech Replacement Survey 2023
More and more, marketers are recognizing the value in streamlined and accessible data and, in the process, rejecting older, more disconnected platforms.
“If you’re a martech vendor who isn’t prioritizing good integrations as a first-class feature, you’re ignoring the big, booming voice in the sky at your peril,” says Brinker.
Glances makes integrating your apps a breeze
Glances no-code integration platform allows data to live wherever you want it to live, thereby helping you avoid expensive and outdated integrations that require you to sync or relocate your data. In other words, no matter what martech apps you use, your data remains untouched in its original system but is available to everyone on your team in one convenient view.
Look no further for better features
And when it comes to those “better features” marketers are looking for, Glances Actions fit the bill. Actions help you automate tasks that normally can’t be automated between various apps. For example, without navigating away from the app or webpage you’re using, you can send invoices, fill out forms, start virtual meetings, and much more.
“Greater stabilization of the martech stack—especially a more integrated martech stack—and of martech teams is an excellent sign of increasing maturity in martech and marketing ops.”– Scott Brinker
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