State of Martech
The State of Martech Report 2026
The longest-running research initiative into martech
Academically-backed for increased validity
About the Research
Clevertouch produced the original State of Martech research back in 2019.
Now in its seventh edition, this State of Martech initiative is the only annual research conducted into martech that is produced in conjunction with academia. It is also independently funded, without the support of vendors or other third-parties.
Through our collaboration with Professor Rob Angell and his team at The University of Stirling, our research is subject to academic scrutiny in its design – and unique, objective perspective in analysing the data.
This provides increased reliability in the research framework, and increased validity in the insights that it provides.
This year's themes:
Integration - The Defining Gap
Integration remains the defining weakness of many modern martech stacks, limiting value, visibility and performance. This section explores how poor connectivity continues to impact marketing effectiveness, and why stronger integration is essential to making martech work harder.
Data - From Ownership to Activation
With more customer data available than ever, the challenge is no longer access to data, but the ability to activate it effectively. This section explores how marketers are managing data quality, consistency and usability, and what this means for performance, personalisation and decision-making.
AI - Adoption Without Readiness
AI ambition is accelerating, but many organisations are still building on foundations that are not ready to support it. This section explores the gap between AI potential and operational readiness, including the role of data, integration and internal capability in turning AI into meaningful value.
Capability - The Skills Behind the Stack
As martech platforms evolve, many teams are facing a growing gap between the technology available to them and the skills, confidence and enablement needed to use it effectively. This section explores whether technology is outpacing talent, and how capability is influencing martech maturity.
ROI, Reporting & Sales Alignment
The pressure to prove martech ROI has never been greater, but many organisations still struggle to connect martech investment to commercial impact. This section explores how sales and marketing alignment, measurement and stakeholder confidence are shaping the future role of martech as a growth driver.
“I think the aim right now is to consolidate more than grow. But that needs to be underpinned by transparency: understanding what’s actually out there, what’s working, and how to consolidate the good while stripping away the sideline tech being used for a single purpose or function.”
Camilla George, Martech Lead at Deloitte, speaking on a panel discussion at The State of Martech 2026 launch event in London.
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