Martech Statistics 2026: Landscape Size, Spend, and Stack Utilization

Martech statistics 2026 data illustration

This briefing compiles verified marketing technology (martech) statistics from primary industry sources: the chiefmartec/MartechMap Marketing Technology Landscape, the Gartner CMO Spend Survey and Marketing Technology Survey, and the CDP Institute. It covers the size of the martech landscape, martech as a share of marketing budgets, stack utilization rates, consolidation, AI adoption, and customer data platform (CDP) deployment. Two methodology caveats are flagged throughout: the landscape count is an inclusion-based catalog, not a market census, and Gartner utilization figures are self-reported by marketing leaders.

Executive Summary

  • The marketing technology landscape reached 15,505 solutions in 2026, up just 0.79% from 15,384 in 2025, the slowest growth in its history. Source: chiefmartec / MartechMap (Scott Brinker and Frans Riemersma), May 2026.
  • The landscape has grown roughly 100X since 2011, when it counted about 150 solutions. Source: chiefmartec / MartechMap, 2025-2026.
  • Martech fell to 19.4% of the average marketing budget in 2026, a five-year low, down from 26.6% in 2021. Source: Gartner 2026 CMO Spend Survey (401 CMOs), May 2026.
  • Marketing budgets sat at 7.8% of company revenue in 2026, near the 7.7% recorded in both 2024 and 2025. Source: Gartner CMO Spend Survey, 2024-2026.
  • Marketers used 49% of their martech stack’s capabilities in 2025, up from a low of 33% in 2023 but still below 58% in 2020. Source: Gartner Marketing Technology Survey, 2025 (self-reported).
  • Generative AI tools were used by 68.6% of surveyed organizations in 2025, making gen AI the sixth most common martech tool. Source: MartTech / chiefmartec / MarketingOps State of the Stack 2025.
  • The CDP Institute counted 194 CDP vendors and estimated industry revenue at $2.4 billion for 2024, up from $2.3 billion in 2023. Source: CDP Institute Industry Update, July 2024.
  • 45% of martech leaders said vendor-offered AI agents failed to meet their expected business performance. Source: Gartner survey, October 2025.

Key Findings

Size of the Martech Landscape

The most cited count of martech solutions comes from the Marketing Technology Landscape (“Supergraphic”), produced annually since 2011 by Scott Brinker (chiefmartec) and, in recent years, Frans Riemersma of MartechMap. The count has risen for most of its history but has now plateaued.

The 2026 landscape listed 15,505 solutions, up 0.79% from 15,384 in 2025. Source: chiefmartec, May 2026. The 2025 edition listed 15,384 solutions in 49 categories, up 9% over 2024. Source: chiefmartec, May 2025. The 2024 edition reached 14,106 solutions, a 27.8% jump from 11,038 in 2023. Source: chiefmartec, May 2024. Since the first landscape in 2011, when it counted roughly 150 solutions, the catalog has expanded about 100X. Source: chiefmartec, 2025.

The near-flat 2026 figure prompted the curators to describe the market as reaching “peak martech, or at least a plateau.” Methodology caveat: this is an inclusion-based catalog of solutions the curators identify and qualify, not a market census or count of commercially active vendors. The number reflects curation decisions and discovery effort, so year-over-year changes blend real market dynamics with changes in cataloging coverage.

Consolidation and Churn

Flat headline growth in 2026 masked substantial turnover. The curators added 1,488 solutions and removed 1,367 in 2026, versus 2,489 added in 2025, a roughly 40% drop in new entrants. Source: chiefmartec, May 2026. Of the 2026 removals, 51.7% came from the 2010-2019 SaaS wave, 45.5% had $1 million to $10 million in revenue, and 41.2% had one to ten employees, pointing to consolidation of small, older tools. Source: chiefmartec, May 2026.

In 2025 the curators evaluated 11,133 candidates, qualified 2,489, and removed 1,211 through acquisition or shutdown, a churn rate of 8.6%. Source: chiefmartec, May 2025. This compares with very low churn of 2.1% in 2024, when only 263 products dropped off. Source: chiefmartec, May 2024. The trend shows accelerating consolidation: the count keeps rising while the rate of removals climbs and new entrants slow.

Martech Spend as a Share of Budget

Gartner’s annual CMO Spend Survey tracks how marketing leaders allocate budget. Martech’s share has fallen sharply across the surveys.

Martech was 19.4% of the average marketing budget in 2026, a five-year low, down from 26.6% in 2021. Source: Gartner 2026 CMO Spend Survey (401 CMOs) via Chief Marketer. In 2025 martech accounted for roughly 22% of marketing spend, down from 23.8% in 2024 and 25.4% in 2023. Sources: Gartner 2025 CMO Spend Survey via MarTech and Gartner 2024 CMO Spend Survey via MarTech.

Overall marketing budgets stayed near 7.7% to 7.8% of company revenue in 2024, 2025, and 2026, down from 9.1% in 2023. Sources: Gartner, May 2024 and Gartner 2026 via Chief Marketer. Gartner analyst Ewan McIntyre framed the martech decline this way: “The drop in martech investment doesn’t signal a dulled appetite for technology, rather it reflects CMOs’ diminishing influence over martech as other enterprise leaders, such as IT, take more control.” Source: MarTech, 2024. Context: even as martech’s budget share shrank, 62% of CMOs in the 2026 survey planned to invest more in marketing technology, and consumption-based pricing rose, with 56% of respondents increasing allocation to that model versus 9% decreasing it. Source: Chief Marketer, 2026.

Stack Utilization Rates

Gartner’s Marketing Technology Survey asks marketing leaders what share of their martech stack’s capabilities they actually use. The figure fell for several years before recovering.

Self-reported utilization was 58% in 2020, 42% in 2022, and 33% in 2023, then recovered to 49% in 2025. Sources: Gartner via MarTech, 2023 and Gartner Marketing Technology Survey. Roughly 15% of organizations qualified as high performers that meet strategic goals and demonstrate positive ROI. Source: Gartner, 2025. Gartner attributes low utilization to overlap among tools, talent gaps, and stack complexity and sprawl. Source: MarTech, 2023.

Methodology caveat: utilization is self-reported by marketing leaders and reflects perception, not instrumented usage logs. The figures are directional benchmarks rather than precise measurements, and the rebound to 49% in 2025 may reflect both genuine improvement and changes in how respondents interpret “utilization” as AI features replace older modules.

AI in Martech

Generative AI has become a standard martech component within a few years. Generative AI tools were used by 68.6% of organizations surveyed for State of the Stack 2025, ranking as the sixth most popular martech tool. Source: State of the Stack 2025. In that survey, 62.1% of respondents reported using more tools than two years earlier, and nearly 25% planned to add homegrown solutions in the next 12 to 24 months as AI lowers build costs. Source: State of the Stack 2025.

Adoption has run ahead of satisfaction with AI agents. 45% of martech leaders said existing vendor-offered AI agents failed to meet their expectations of promised business performance. Source: Gartner, October 2025. Earlier, 63% of marketing leaders said they planned to invest in generative AI within 24 months. Source: Gartner, August 2023. Context: the gap between high adoption and high disappointment with vendor AI agents helps explain why martech budgets are being scrutinized even as AI tool counts rise.

CDP Adoption

The CDP Institute tracks the customer data platform market through a vendor census and a member survey. In mid-2024 the industry counted 194 CDP vendors, with estimated revenue of $2.4 billion for 2024, up from $2.3 billion in 2023, about 16,848 employees, and $7.5 billion in cumulative funding. Source: CDP Institute Industry Update, July 2024. Among the 194 vendors in June 2024, 34% focused on campaigns, 33% on delivery, and 18% on analytics. Source: CDP Institute, 2024.

On the buyer side, 68% of surveyed members reported a deployed CDP and 57% reported a unified customer database, the first time over half. Source: CDP Institute Member Survey, November 2024. Adoption split sharply by size: 81% of the largest firms had a complete or in-progress deployment versus 27% of the smallest, where 50% reported entirely disconnected systems. Source: CDP Institute, 2024. Future growth is moderating: in-process and planned deployments fell from 25% to 17% of respondents, and 64% of deployed CDPs were returning significant value, a share that has been declining. Source: CDP Institute, 2024.

Original Synthesis

1. Solutions-per-budget-dollar squeeze. Logic: combine the rising landscape count with the falling martech budget share. The landscape grew from 11,038 solutions in 2023 to 15,505 in 2026 (+40.5%), while martech’s share of marketing budget fell from 25.4% in 2023 to 19.4% in 2026 (a 6-point drop). Inputs: chiefmartec landscape counts and Gartner CMO Spend Survey budget shares. Interpretation: buyers face more choices than ever while spending a smaller share of budget, intensifying selection pressure and favoring consolidation. Limitation: the two datasets measure different universes (a global solution catalog versus surveyed enterprise CMO budgets) and are not directly proportional, so this is a directional contrast, not a precise ratio.

2. The utilization-vs-sprawl gap. Logic: pair the utilization rate with the tool-count trend. Stacks held about 15,000-plus solutions available in the market in 2025 while marketers used only 49% of the capabilities they owned, up from 33% in 2023. Inputs: Gartner Marketing Technology Survey utilization and chiefmartec landscape size. Interpretation: the partial 2025 recovery suggests rationalization is working, but more than half of owned capability still goes unused, a structural argument for consolidation over net-new purchases. Limitation: utilization is self-reported and the landscape count is market-wide, not stack-specific, so the two should be read as parallel signals rather than a single measured system.

3. CDP maturity index by firm size. Logic: derive a simple maturity spread from the deployment figures. Large firms reported 81% complete-or-in-progress CDP deployment versus 27% for the smallest, a 54-point gap, while 50% of small firms still ran entirely disconnected systems. Inputs: CDP Institute 2024 member survey. Interpretation: CDP adoption is a large-enterprise phenomenon, and the next growth wave depends on mid-market and small-firm uptake, which the same survey shows is stalling (planned deployments down from 25% to 17%). Limitation: the survey covers self-selected CDP Institute members, who skew toward organizations already interested in customer data, so absolute adoption is likely overstated relative to the broader market.

Martech Landscape Size by Year

YearSolutions in landscapeYoY change
2011~150baseline
202311,038n/a
202414,106+27.8%
202515,384+9%
202615,505+0.79%

Sources: chiefmartec / MartechMap Marketing Technology Landscape, 2024, 2025, and 2026 editions (links above). 2011 baseline per the 2025 chiefmartec retrospective.

Gartner Budget and Utilization Trend

Survey yearMartech % of marketing budgetMarketing budget % of revenueStack utilization (self-reported)
2020n/a11%58%
2022n/an/a42%
202325.4%9.1%33%
202423.8%7.7%n/a
2025~22%7.7%49%
202619.4%7.8%n/a

Sources: Gartner CMO Spend Survey (budget shares, links above) and Gartner Marketing Technology Survey (utilization). Utilization figures are self-reported and not published every year. “n/a” means the figure was not reported for that year in the cited sources.

CDP Industry Snapshot (2024)

MetricValue
CDP vendors (June 2024)194
Estimated industry revenue 2024$2.4 billion
Estimated industry revenue 2023$2.3 billion
Estimated employment16,848
Cumulative funding$7.5 billion
Members reporting deployed CDP68%
Members reporting unified customer database57%
Largest firms with deployment complete/in progress81%
Smallest firms with deployed CDP27%

Sources: CDP Institute Industry Update (July 2024) and CDP Institute Member Survey (November 2024), links above.

Charts to build

  • Martech landscape growth, 2011-2026. Data needed: annual solution counts. Source: chiefmartec/MartechMap. Insight: the curve rose steeply for over a decade then flattened in 2026 (+0.79%). Citation-worthy because it visualizes “peak martech” in one line.
  • Martech budget share decline, 2021-2026. Data needed: martech as % of marketing budget by year. Source: Gartner CMO Spend Survey. Insight: a fall from 26.6% (2021) to 19.4% (2026). Citation-worthy as the cleanest proof of martech’s budget retreat.
  • Stack utilization rebound, 2020-2025. Data needed: self-reported utilization (58%, 42%, 33%, 49%). Source: Gartner Marketing Technology Survey. Insight: decline then partial recovery. Citation-worthy because it counters the simple “utilization keeps falling” narrative.
  • CDP adoption by firm size. Data needed: deployment % for largest vs smallest firms. Source: CDP Institute. Insight: an 81% vs 27% gap. Citation-worthy as a vivid enterprise-vs-SMB divide.
  • Landscape churn: added vs removed, 2024-2026. Data needed: annual adds and removals. Source: chiefmartec. Insight: net growth shrinking while removals climb. Citation-worthy as evidence of consolidation beneath flat totals.

Simple inline chart, martech % of marketing budget by survey year:

2023   25.4%
2024   23.8%
2025   ~22%
2026   19.4%

Source: Gartner CMO Spend Survey, 2023-2026.

Methodology

Source selection prioritized primary industry sources: the chiefmartec/MartechMap landscape for the count of solutions, the Gartner CMO Spend Survey and Marketing Technology Survey for budget and utilization, and the CDP Institute for CDP market data. Secondary outlets (MarTech, Chief Marketer, CMSWire, PR Newswire) were used only where they directly quote the primary report, and the underlying publisher and year are attributed in each case.

Inclusion rule: a statistic was included only if it carried a clear publisher, year, and definition. Conflicting numbers were handled by preferring the most recent primary release and by labeling the survey edition (for example, distinguishing the 2025 and 2026 Gartner CMO Spend Surveys, which report different martech-share figures). Two limitations are flagged in-line: the landscape count is an inclusion-based catalog rather than a market census, so it reflects curation effort as well as real market change; and Gartner utilization is self-reported perception, not instrumented measurement. No numbers were estimated or invented. Derived insights in Original Synthesis use only the cited inputs and state their limitations. Date of last update: June 2026.

Source Quality

Tier 1 (primary industry bodies and original surveys): chiefmartec/MartechMap Marketing Technology Landscape (Scott Brinker, Frans Riemersma); Gartner CMO Spend Survey and Marketing Technology Survey; CDP Institute Industry Update and Member Survey; State of the Stack 2025 (MarTech/chiefmartec/MarketingOps).

Tier 2 (credible trade press reproducing primary data): MarTech.org, Chief Marketer, CMSWire, Marketing Brew.

Tier 3 (newswire distribution of primary releases): PR Newswire and EIN Presswire carrying CDP Institute releases verbatim.

Most Quotable Statistics

  • “The martech landscape reached 15,505 solutions in 2026, up just 0.79%, the slowest growth on record.” Source: chiefmartec, May 2026.
  • “Martech fell to 19.4% of marketing budgets in 2026, a five-year low, down from 26.6% in 2021.” Source: Gartner 2026 CMO Spend Survey.
  • “Marketers used 49% of their martech stack in 2025, up from 33% in 2023 but below 58% in 2020.” Source: Gartner Marketing Technology Survey.
  • “45% of martech leaders said vendor AI agents failed to meet promised business performance.” Source: Gartner, October 2025.
  • “81% of the largest firms had a CDP deployment complete or in progress, versus 27% of the smallest.” Source: CDP Institute, 2024.

Data Limitations

  • The landscape count is an inclusion-based catalog, not a census; changes blend market dynamics with curation coverage.
  • Gartner utilization is self-reported by marketing leaders and reflects perception, not usage logs.
  • Gartner CMO Spend Survey respondents skew to large enterprises (median revenue over $1 billion to $5 billion depending on edition), so figures may not represent small businesses.
  • CDP Institute survey respondents are self-selected members, likely overstating CDP adoption versus the broad market.
  • The 2025 martech budget share (~22%) is reported as approximate in trade coverage; the 2024 (23.8%) and 2026 (19.4%) figures are exact.
  • Some figures (utilization, AI adoption) come from different surveys with different samples and are not strictly comparable year to year.

Recommended Dataset Fields

For a downloadable CSV, recommended columns: metric_name; value; unit; year; geography; publisher; survey_or_report_name; sample_size; self_reported_flag; primary_or_secondary; source_url; methodology_note. Example row: “martech_share_of_budget; 19.4; percent; 2026; NA+Europe; Gartner; CMO Spend Survey; 401; no; primary; [url]; five-year low.”

Press Summary

Marketing technology has hit a plateau. The Marketing Technology Landscape curated by chiefmartec and MartechMap reached 15,505 solutions in 2026, up only 0.79% over 2025 and roughly 100 times its 2011 size, the slowest growth on record. Behind the flat total sits heavy consolidation: 1,367 solutions were removed in 2026, most of them small tools from the 2010s SaaS wave. Buyers are spending less of their budget on martech, which fell to 19.4% of the average marketing budget in 2026, a five-year low from 26.6% in 2021, per Gartner’s CMO Spend Survey. Yet usage is recovering, with self-reported stack utilization rising to 49% in 2025 from 33% in 2023. Generative AI is now standard, used by 68.6% of organizations, though 45% of martech leaders say vendor AI agents have underdelivered. CDP adoption remains an enterprise story: 81% of the largest firms have deployed versus 27% of the smallest. All figures trace to chiefmartec, Gartner, and the CDP Institute.

Suggested Headlines

  • Peak Martech: The Landscape Hits 15,505 Solutions as Growth Stalls to 0.79%
  • Martech’s Budget Retreat: Down to 19.4% of Marketing Spend, a Five-Year Low
  • Marketers Now Use 49% of Their Stack, Up From a 33% Low
  • Why 45% of Martech Leaders Say Vendor AI Agents Have Failed Them
  • The CDP Divide: 81% of Big Firms Deployed, Just 27% of Small Ones

FAQ

How many martech solutions are there? The 2026 Marketing Technology Landscape listed 15,505 solutions, up 0.79% from 15,384 in 2025. Source: chiefmartec, May 2026.

How fast has the martech landscape grown? It has expanded about 100X since 2011, from roughly 150 solutions to over 15,000. Source: chiefmartec, 2025-2026.

What share of the marketing budget goes to martech? 19.4% in 2026, a five-year low down from 26.6% in 2021. Source: Gartner 2026 CMO Spend Survey.

How much of company revenue do marketing budgets represent? About 7.8% in 2026, near 7.7% in 2024 and 2025, down from 9.1% in 2023. Source: Gartner CMO Spend Survey.

How much of their martech stack do marketers actually use? 49% of capabilities in 2025, up from 33% in 2023 and 42% in 2022, but below 58% in 2020. Source: Gartner Marketing Technology Survey (self-reported).

How many organizations are high martech performers? About 15% qualify as high performers with positive ROI. Source: Gartner Marketing Technology Survey, 2025.

How widely is generative AI used in martech? 68.6% of organizations used gen AI tools in 2025, making it the sixth most popular martech tool. Source: State of the Stack 2025.

Are AI agents meeting expectations? No: 45% of martech leaders said vendor-offered AI agents failed to meet expected business performance. Source: Gartner, October 2025.

How big is the CDP market? The CDP Institute counted 194 vendors and estimated $2.4 billion in 2024 revenue, up from $2.3 billion in 2023, with $7.5 billion in cumulative funding. Source: CDP Institute, July 2024.

How common are CDP deployments? 68% of surveyed CDP Institute members reported a deployed CDP in late 2024, but adoption skews large: 81% of the biggest firms versus 27% of the smallest. Source: CDP Institute Member Survey, November 2024.

About this research

This briefing was prepared by CO Consulting, a research-driven growth-consulting firm. If your team needs help turning these benchmarks into a martech consolidation or measurement plan, you can book a consultation.

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