Martech investment is booming. Projections from McKinsey show the market is likely to be worth more than $215 billion by 2027, as 80% of organizations look to increase their martech spend in the coming years.
This investment is driven by a period of rapid transformation in marketing, with organizations turning to technology to help them move to more agile, cross-functional operating models. But are marketing solutions living up to expectations and delivering real value?
To find out, we surveyed senior leaders — including CMOs, CTOs, and CIOs — from large organizations across the U.S. who are either already using Adobe CX Enterprise solutions or planning to use them in the next couple of years. You can read the full findings in the report Is martech meeting its value promises?, but stay with us as we take you through the headlines.
Is martech meeting expectations?
The data points to a resounding yes. A striking 92% of business leaders report that their martech platforms are meeting or exceeding expectations, and that figure rises to 95% for those already using Adobe CX Enterprise. Far from a story of underperformance, these numbers show that organizations have successfully locked in their core digital foundations.
But as baseline tech capabilities stabilize across the industry, the real question shifts from what the software can do to how far a business can take it. For most organizations, success has so far looked like mastering three core use cases:
- Gaining insights through reporting (43%)
- Automating and streamlining workflows and planning (43%)
- Aligning marketing with sales data and tools (41%)
There’s a clear common thread here: these are all foundational competencies most martech platforms have offered for years. By contrast, businesses are less likely to be targeting advanced use cases like customer acquisition, journey optimization, or personalized engagement — the exact areas where Adobe solutions shine.
How can organizations unlock maximum martech value?
So what’s stopping organizations from getting more value from their martech investments? Those who feel martech isn’t meeting their expectations cite the biggest culprits as incomplete or siloed data (64%), limited systems integration or other technology constraints (62%), and difficulty activating or scaling use cases (50%). On the other hand, our research identified three key enablers for unlocking martech value:
1. Support from expert partners or agencies
External expertise plays a critical role in translating martech investment into measurable, impactful outcomes, and 89% of respondents agree, believing most brands need deeper partner expertise to achieve their martech goals. Experienced partners and agencies can accelerate time to value and ensure architecture is set up to support martech integration. They can help bridge gaps between technical requirements and commercial objectives — so marketing and IT are properly aligned on shared goals.
The right service partner will also reduce delivery risk by strengthening data governance and compliance, preempting architectural missteps, and preventing unnecessary complexity, so businesses can make decisions faster and with more confidence.
2. A strong data foundation
To make the most of their martech, businesses need a strong data foundation, connected through a robust identity solution. A solution like Acxiom’s Real ID allows businesses to recognize their customers and prospects every time they interact with the brand, wherever that interaction takes place. And this isn’t news to leaders, as a whopping 91% say identity resolution is essential to delivering personalized experiences. Real ID equips businesses to better understand their customers and find more like them, while delivering exceptional experiences for all.
A clean and connected data foundation also allows businesses to tap into more complex and ambitious martech capabilities, like AI-driven decision-making and predictive modeling. At the same time, a strong data foundation helps facilitate platform integration, strengthen compliance, and support scalability.
3. A well-defined use case roadmap
Thirdly, 87% of business leaders say enterprises need a clear roadmap to unlock the value of their martech investments. A shared strategy that aligns directly with business goals shifts the focus from technology itself to the outcomes it enables.
By prioritizing initiatives based on strategic goals, organizations can logically sequence their investments and avoid overextending themselves. Clearly defined use cases also drive internal alignment across teams, clarify ownership, and accelerate adoption. Ultimately, when each initiative is tied to a target outcome or KPI, ROI is more transparent, so leadership can track progress in a tangible way that increases buy-in.
Martech investment alone doesn’t guarantee a positive impact
As our findings show, many organizations face challenges that impede martech impact, like fragmented data, complex integrations, and stalled activation. But with the right service partners, data foundation, and strategy in place, businesses can set their sights higher than entry-level use cases. They can use the most ambitious and innovative capabilities their martech platforms offer to generate significant value.
Want a deeper understanding of the data?
For a deeper look at modern martech expectations and the evolving purchasing landscape, download the full study: Is martech meeting its value promises? This report breaks down the data and outlines the exact, actionable steps needed to maximize your platform’s value. The foundation is set — don’t stop at the fundamentals.
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