MarTech Replacement Survey 2024: Marketers Focus On Consolidating Apps and Sourcing API-based Integrations
It’s that time of year where we check in on the latest marketing technology statistics thanks to MarTech.org’s annual research survey and results. Getting right to the point, the MarTech Replacement Survey 2024 reveals how marketing software products continue to grow, but marketers are getting smarter about consolidations and replacements for their team’s tech stacks. Product turnover averages less than 5 years and the data shows that respondents heavily consider costs and seek out API-based integrations when making replacement purchasing decisions.
Infographics courtesy of Third Door Media Inc., MarTech Replacement Survey 2024
Quick survey stats
If you are new to the MarTech Replacement Survey, you can download the free PDF here, then dive into the full stats and visuals of how marketing software has evolved over the last five years and where it currently stands. Below are the key takeaways reported by percentage of survey respondents:
✔️ 31% replaced a marketing automation platform, the most-replaced martech application for the fifth year in a row
✔️ 96% said their martech replacement involved adopting a commercial application
✔️ 37% of martech replacements were championed by marketing managers, the most popular role to champion a replacement
✔️ Nearly two-thirds of martech replacements were under consideration for six months or less
✔️ Nearly one-third (32%) said the number of applications in their martech stack increased by one to two apps over the past year
✔️ 71% said they re-trained existing staff to work with replacement apps instead of hiring
✔️ Nearly two-thirds of the martech applications replaced were in use for five years or less
✔️ Martech replacements were championed by IT in only 8% of the cases cited in the survey
The SaaS paradox continues
According to Scott Brinker of Chiefmartec, “…the history of martech over the past 16 years has been one of simultaneous consolidation on one end and new expansion through disruptive innovation on the other end. And one of the data points from this MarTech Replacement Survey suggests that paradox is still alive and well.”
Infographic courtesy of Third Door Media Inc., MarTech Replacement Survey 2024
The short shelf-life of always-evolving platforms
The data also proves how quickly business apps are in…before they are out. Outdated and no longer meeting team workflow needs, that is. “Nearly two-thirds of the martech applications replaced by respondents to this year’s survey were in use for five years or less. Forty-three percent were in use for three to five years,” the survey mentioned.
One of the most functional things about Glances – our patented, no-code integration platform – is its ability to connect with any business application and provide teams with a 360-degree view of customer and personal data across apps. Whether you need to offload old apps, switch to new and improved apps, or upgrade existing apps, Glances delivers flexibility to easily connect (and reconnect) with your entire tech stack, no matter how it fluctuates. Even your company’s homegrown martech apps can connect with Glances, which leads nicely into the next section of statistics.
Private apps versus off-the-shelf brands
Unsurprisingly, the MarTech survey data shows that nearly 80% of respondents replaced their commercial platforms with another commercial platform. For example, think big-hitting CRMs like Salesforce, HubSpot, SugarCRM, etc. Nearly 20% moved from a homegrown platform to a commercial platform, which makes sense. Surprisingly, a small percentage (less than 5%) went the opposite direction, replacing their commercial platform with a homegrown solution. Our hunch is those businesses needed something ultra-customized.
This is another area where Glances can step in as the seamless connector of all of your favorite apps (and we seriously mean all of them). Even your company’s most archaic private apps and challenging databases can be brought up to speed using Glances and its API-building partner technology.
Infographics courtesy of Third Door Media Inc., MarTech Replacement Survey 2023
Glances is the new way to integrate
Glances allows your data to live where it wants to live, thereby helping you avoid expensive and outdated integrations that require you to sync or move your data. In other words, no matter what martech apps you use, your data remains untouched in its native platform, but is available to everyone (or select employees) on your team in one convenient view.
View more and do more using the apps in your stack
Remain working in your platform of choice while simultaneously checking off tasks across your favorite martech apps, using the power of Glances Actions! Actions help you automate tasks between various apps that normally can’t be automated, such as creating and sending invoices, filling out forms, creating new customers, starting virtual meetings, and so much more. Post-Action app updates are another amazing feature that can automatically bring back select pieces of data to specific apps after you complete Actions.
Start your free trial to connect your favorite martech apps and streamline your daily workflows.
More helpful steps
Schedule a demo to see the time-saving benefits of Glances in action or ask our team questions.
If you need to connect a specific app or platform with Glances that is not currently available on glances.com, please send your requests to hello@glances.com.
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