Organisations are increasingly adopting marketing technologies (martech), according a recent survey. Some important takeaways:

• Although more than 70% of marketers have implemented some form of martech, they are only using about 56% of those implemented.
• In terms of how marketers feel martech impacts business success: Results were not all positive, scoring 4.7 on a 7-point scale (7 being most beneficial).
• Following on the above point, martech is coming in at 34% less beneficial than expected. The most common metrics for measuring martech efficiency include lead generation (used by 76% of companies) and sales (utilised by 68%).
• Only 7% of marketing activities currently involve generative AI.

So a lot to be desired on the martech front still. Or perhaps marketers are just not taking the time to get the most out of the solutions.