Research shows that the current marketeer is rethinking their martech stack and strategy. Research from CDP vendor Segment found that 63% of the marketers expect their martech budget will decrease the coming year. And more than 80% are thinking about simplifying their martech stack, one of the reasons is the amount of time spent on ineffective tools.

But not only on the techside but also on the strategy side change prevail: Tech marketers reported shifting their focus from acquiring new customers to increasing revenue from existing customers. See Alloy’s Data Report.