Martech Migrations

Martech Migrations: Insight from the State of Martech 2024

In recent years, the martech market has been in an acquisition phase, with marketing leaders encouraged to add more and new ancillary technologies to the core platforms in their stack. This has led to the frequency of martech migrations, where organisations choose to move from one of their core platforms to another, remaining relatively stable as they have been deemed less of an investment priority.

A migration project is complex. It requires specialist expertise in a variety of areas – technical understanding of the incumbent and new vendor platforms, data management and compliance, project management, stakeholder engagement, platform setup and enablement – not to mention ensuring that the new platform aligns and integrates into wider business processes and objectives.

This year's State of Martech survey results reveal that:

• Migrations are a split trend: More than half of organisations have switched platforms in the past three years, suggesting the market is at an inflexion point
• Migrations are speeding up: An even greater percentage are planning to migrate in the next three years, signalling an acceleration in martech adoption
• Migrations are habit: Past and future migration patterns show that organisations that recently migrated are likely to change again within 2-3 years (51%), compared to only 26% of non-migrators planning long-term commitments
• Reasons for migrations: Misalignment between vendor roadmaps, platform standardisation across organisations, and evolving business needs and ambitions are cited as the primary driver

What does this mean for your martech strategy?

Organisations should prepare for continual adaptation in their martech stacks to keep pace with evolving technologies and market demands. 

Marketers must prioritise flexibility and scalability in choosing martech solutions to accommodate future changes without significant overhauls. Likewise, martech providers should enhance solution flexibility, scalability, and alignment with customer roadmaps to meet these demands.

Access the report to find out and learn how marketing leaders are implementing, integrating and investing in martech.

Our aim is that the research will help you to: 

• Make the right, sustainable decisions in challenging, fast-moving times;  
• Build integrated martech approaches and a simpler Martech Spine©;
• Champion martech within your organisation;
• And show how it demonstrates business impact

About the State of Martech research

Now in its fifth year, The State of Martech research is still the only dedicated study into the Martech industry that is carried out in partnership between a commercial practioner, Clevertouch Consulting, and an academic research body, the University of Southampton Business School, for increased reliability and validity in both design and insights.

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