RESEARCH: MARKETING TECH IS BROKEN. HERE'S HOW TO FIX IT

Summary from the TLDR Marketing newsletter

Companies are dedicating 24% of their marketing budgets to martech, but 44% of tools go unused, and nearly half of marketers say outcomes fall short of expectations. Higher impact is linked to strategic motivations, broader organizational integration, and involving marketing leadership, which boosts martech impact by 25%. Use of genAI also improves performance, with top users employing it in 32.1% of marketing activities compared to 4.3% among low users. To improve outcomes, companies should audit martech regularly, invest in talent, focus on long-term metrics, and align tools with creativity and customer insights.