This is what the ‘typical’ martech replacement looks like

Marketing organizations are constantly adapting their martech stacks due to the vast array of available applications and the ever-changing landscape of technology. One of the key drivers for replacing martech applications is the need to stay up-to-date with the latest features and functionalities. This is especially true in B2B marketing, where the purchase process is complex and dynamic.

The 2024 MarTech Replacement Survey shed light on the trends in martech application replacements. Here are some key insights:

Martech replacements start with marketing management

According to survey respondents, marketing management plays a crucial role in championing martech replacements, followed by executive management and marketing operations. This top-down approach indicates that decision-making in martech replacements is often driven by higher-level stakeholders.

Martech applications get replaced because of the features

Features are the primary reason for seeking replacements in both commercial and homegrown martech applications. The survey revealed a shift towards commercial applications, with features being the main driver for replacing homegrown solutions.

Cost is the top factor when considering replacement apps

While cost may not be the initial reason for replacing a martech application, it emerges as the most critical factor when evaluating replacement options. Other key considerations include data integrations and improved customer experience.

The replacement process takes about 3 to 6 months

Replacing a martech application can be a lengthy process, typically taking three to six months to complete. This timeline is consistent with previous surveys, indicating a steady pace in the replacement process.

The apps get replaced, but the team remains the same

Following a martech application replacement, marketing teams typically retrain existing staff members on the new application. It is uncommon for a new team to be brought in solely due to a martech solution replacement.

The ‘typical’ martech app replacement looks like this

• Marketing management initiates the replacement process.
• Software features drive the decision to replace an application.
• Cost considerations are paramount when evaluating replacement options.
• The replacement process typically takes three to six months to complete.
• The same team that used the old application adopts the new application.

Download the full report for the 2024 MarTech Replacement Survey, no registration required.

FAQs

1. What role does marketing management play in martech replacements?

Marketing management typically leads the charge in championing martech replacements within organizations.

2. What drives the decision to replace a martech application?

Features, costs, and data integrations are key factors that influence the decision to replace a martech application.

3. How long does the replacement process usually take?

The replacement process for martech applications typically spans three to six months.

4. Are new teams usually brought in after a martech solution replacement?

No, it is rare for a new team to be introduced solely due to a martech solution replacement. Existing team members are usually retrained on the new application.

5. What are the main considerations when evaluating replacement martech applications?

Cost, data integrations, and improved customer experience are the primary factors that organizations consider when evaluating replacement martech applications.