The State of Martech 2025 Report and 15th Anniversary!
The stats are in: 100X growth in martech!
In case you missed it, last Tuesday (May 6) was Martech Day: the start of a month-long celebration for all things marketing technology and how the industry has exponentially grown year over year. It is also the season where martech industry trailblazer Scott Brinker of Chiefmartec releases the new Marketing Technology Landscape supergraphic and a 132-page statistical report. This collective knowledge showcases the latest platforms, advancements (we see you, AI and APIs), and how companies are leveraging their tech stacks for improved workflows and better business.
Today we are covering some of our favorite findings from the fifteenth anniversary of this specialized report, so you can stay informed.
Check out the 2025 Marketing Technology Landscape
Graphic courtesy of Scott Brinker and Chiefmartec.com
If you need an industrial-sized microscope to view the thousands of software brands in the infographic above, know that you are not alone. Deemed a “colorful sea of dots” by Brinker, the amount of martech platforms on the market has grown from a modest 150 products in 2012 to 15,384 products listed in 2025 (and growing by the day with the burst in AI-related apps). Below is a breakdown of the latest growth stats:
- 1,278 products added since last year’s 14,106
- 9% growth from 2024 to 2025
- 39.2% compound annual growth rate (CAGR)
- 10,156% overall growth since 2011
Graphic courtesy of Scott Brinker and Chiefmartec.com
Are martech products vetted for this research?
The quick answer is yes, which our team was happy to learn. While massive (and massively popular), not just any product entry gets listed on the Marketing Technology Landscape supergraphic. Brinker and team reviewed 11,133 new candidates for 2025 and only 2,489 had the right qualifications. 1,211 products were removed from the 2024 landscape due to no longer being in business or possible acquisition. With that said, this seems like the proper time to mention that Glances made the cut (again) and remains listed on the supergraphic!
You can view and download the slide graphic here or go to the interactive website at martechmap.com. Hint: search and find Glances listed on the massive map under the Projects & Workflow category!
As AI ramps up, we’ll spend decades catching up
AI-focused tech products seem normal to us now, but let’s keep in mind the amazement, confusion, and even panic that many business teams faced when OpenAI's ChatGPT launched in late 2022. We’re only a few years out from accepting the fate of AI and how it has changed the game, but predictions show the real integration of AI into daily operations is a slow-going game of catch up.
AI guru Ethan Mollick estimates “If Al development stopped today (and no indication that is happening), we have a couple of decades of figuring out how to integrate it into work, education, and life.”
Check out the graph below and take a deep breath. If you are feeling behind or overwhelmed by Artificial intelligence, you are not alone. Acceptance is one thing, but realistically adopting AI practices is going to take a lot of time.
Graphic courtesy of Scott Brinker and Chiefmartec.com
Where AI adoption really stands
For those who have adopted and integrated AI into everyday practices, unsurprisingly the big-hitting category is content creation. Out of 96 martech and marketing operations leaders surveyed, these were the findings regarding the adoption of AI:
- 69% content ideation
- 62% content copy production
- 53% meeting transcriptions, notes, and summaries
Notable AI products
- AI assistants: OpenAI ChatGPT, Anthropic Claude, Google Gemini
- AI note-takers: Fathom, Fireflies.ai, Otter.ai
- AI copywriting tools: Jasper, Copy.ai, Writer
The study notes that similar AI features were also embedded in large platforms, such as Gong, HubSpot, and Zoom. At Glances, our team utilizes the AI note taking feature during Zoom calls and we love the handy recaps we receive after meetings. We find them to be pretty accurate as well.
Graphic courtesy of Scott Brinker and Chiefmartec.com
After reviewing the stats, if you are still feeling behind in your AI game, you should find solace knowing that most companies view themselves in the pilot or preliminary phases of giving AI a try. Here are the reported stats:
- 39% limited use in specific workflows
- 32% experimental/pilot stage
- 19% broad adoption across multiple workflows
- 6% fully integrated into marketing stack
- 2% zero adoption yet
Graphic courtesy of Scott Brinker and Chiefmartec.com
Core platforms as “center of the stack”
At Glances, we talk about core apps as the platform you “live” in during your workday. Similarly, The State of Martech 2025 surveys companies on what they deem as “the center” of their tech stacks, describing it as “the system that they tend to organize and orchestrate most marketing activities around.”
The two graphs below give a great visual of how 1) Customer Relationship Management (CRM) platforms are still heavily relied on as the central tool with Marketing Automation Platforms (MAP) or Customer Engagement Platforms (CEP) being next in line, 2) successfully integrating apps with the central platform is still paramount to professional teams saving time and working more seamlessly.
Graphics courtesy of Scott Brinker and Chiefmartec.com
How stacks are changing in 2025
Report findings prove the average tech stack grew 2% in 2025, from 269 to 275 apps (Zylo). This differs from the shrinking trend when average app stacks were down 17% from a peak of 325 in 2021 to 269 by 2023. 62% of participants noted they are using more martech tools today than 2 years ago while 23% are using about the same amount of tools.
Speculations on these trends? App consolidation, the continual adoption of AI, products outperforming others, and no-code integration platforms like Glances that can make a whole stack of apps work better together. Check out the graphs below to visualize the changes.
Graphics courtesy of Scott Brinker and Chiefmartec.com
We hoped you enjoyed our team’s annual recap of The State of Martech report. We truly appreciate all the hard work Scott Brinker of chiefmartec.com, Frans Riemersma, and MarTech.org do to bring this set of industry stats to light. Download the full (and free!) report here.
Your single source of truth in one glance
Tech stacks will always evolve, but one thing remains constant: you need to be able to access your data in the precise moment you need it. Whether your stack is a humble 3 apps or dozens of different platforms, Glances acts as your seamless source of truth for not only viewing data, but completing multi-tasking Actions across your favorite business apps. Built with patented, no-code technology and backed by 5-star support, Glances helps you avoid the unnecessary data-syncing, downtime, and maintenance costs of traditional integrations.
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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