Marketers are utilising less martech platform capabilities on average than ever, with rates dropping 16 per cent to 42 per cent over the last two years, Gartner has found.
But even as the analyst firm raises concerns over underutilisation, another question is emerging: Just what does an optimum usage rate of martech platforms for maximum return on investment look like?
The latest Gartner 2002 Martech Survey: New Insights to Maximise ROI report surveyed 324 marketers over May and June 2022 to explore marketing technology acquisition, adoption and use. Two years on from the last report, the analyst firm found marketers utilising 42 per cent of the breadth of capabilities available in their marketing technology stack overall, down from 58 per cent in 2020.
