Consolidation of martech tools is critical to improving efficiency

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2021, 2:25 AM UTC

187 marketing professionals were surveyed by Ascend2 and SharpSpring for The State of MarTech report.

The study revealed that revenue growth opportunities are being missed due to various challenges, feel 76% of respondents. Generating quality leads (37%), attributing results to marketing (26%), generating enough leads (25%), customer retention (22%) and more are some of the challenges the respondents face.

83% of those polled believe a consolidation of tools in the marketing and sales stacks is imperative if productivity and efficiency are to be increased. Such consolidation also helps in centralising customer data and driving measurable results.

Currently, 38% of respondents are using “mostly integrated” tech stacks with only some siloed tools and data. Manual processes between tools and or partial integration of them was reported by 51% of marketers.

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