Executive Summary

Transforming overall marketing strategy performance is directly related to an organization’s martech capabilities – the effective blending of marketing and technology to power marketing strategy, engagement and growth. Global martech spending will reach $148B in 2024, and that spend began growing at 13.3% in 2023 and will continue at the same rate through 2027.

Among organizations – not just marketers – marketing software is a top priority investment. In 2024, there are 14,106 martech vendor products – and counting. Buying the latest brand name doesn’t necessarily equate to success. Marketers need informed guidance in the technology selection process and an objective third-party eye that answers questions specific to your requirements. It’s no use purchasing a tool when its capabilities aren’t what you want and can’t be tailor-fit to ensure you can achieve the level of automation and customization that make sense for your business.

This eBook will guide you through the steps for avoiding buyer’s remorse, choosing your next martech tool wisely by evaluating your existing tech stack and defining what success looks like, assessing needs vs. wants, and finding the right partners who can set you up for greater success.