32 Marketing Technology (Martech) Statistics and Data Points for 2026

By Christoph Olivier | Published 2026-07-26 | Last updated 2026-07-26

This briefing collects verified figures on the size, structure, spending, and adoption of the marketing technology (martech) market for 2026. Martech means the software marketers use to plan, run, and measure marketing: customer data platforms, marketing automation, CRM, analytics, content tools, and the growing set of AI-native applications. Every number below carries its exact value, its year, its geography, and a linked source. Where figures come from surveys, they are labeled as survey data. Where market-size estimates disagree, that disagreement is shown rather than hidden.

Executive summary

• The martech landscape reached 15,384 solutions in 2025, up 9% from 14,106 in 2024 (chiefmartec / MartechTribe census, global).
• The count has grown roughly 100X, or 10,156%, since the first landscape of about 150 solutions in 2011.
• 77% of new solutions added in the 2025 landscape were AI-native, per the State of Martech 2025 analysis.
• Martech fell to about 22% of the average marketing budget in 2025, down from 23.8% in 2024, per the Gartner CMO Spend Survey.
• Marketers actively used just 49% of their martech stack in 2025, per the Gartner Marketing Technology Survey.
• Only 15% of organizations qualified as martech “high performers” in that same 2025 Gartner survey.
• 45% of martech leaders said vendor-supplied AI agents failed to meet promised business performance, per Gartner (October 2025).
• Global martech market-size estimates for 2025 range from about $176 billion to over $800 billion depending on the firm and definition.

Key findings

1. There were 15,384 martech solutions in the 2025 landscape, organized into 49 categories (global, published May 2025). Source: chiefmartec / MartechTribe.
2. That is up from 14,106 in 2024, a 9% year-over-year increase (global, 2024 to 2025). Source: chiefmartec.
3. The landscape has grown about 100X, a 10,156% increase, since 2011 (global). Source: chiefmartec.
4. 2,489 qualified solutions were added and 1,211 were removed between 2024 and 2025, an 8.6% churn rate (global). Source: chiefmartec / MarTech.org.
5. About two-thirds of the removed tools originated in the 2010 to 2020 period, evidence that the first martech wave is consolidating (global, 2025). Source: chiefmartec.
6. 77% of the newly added 2025 solutions were AI-native (global, 2025). Survey/analysis. Source: State of Martech 2025, Brinker and Riemersma.
7. Martech accounted for about 22% of the average marketing budget in 2025, down from 23.8% in 2024 (North America, UK, Europe). Survey data. Source: Gartner CMO Spend Survey.
8. Marketers actively used 49% of their martech stack capabilities in 2025 (global respondents). Survey data. Source: Gartner Marketing Technology Survey.
9. Martech utilization was 33% in 2023, 42% in 2022, and 58% in 2020, so 2025’s 49% is a partial rebound. Survey data. Source: Gartner.
10. Only 15% of organizations qualified as martech high performers in 2025 (global). Survey data. Source: Gartner Marketing Technology Survey.
11. 45% of martech leaders said vendor-offered AI agents failed to meet their expectations of promised business performance (October 2025). Survey data. Source: Gartner.
12. Overall marketing budgets held flat at 7.7% of company revenue in both 2024 and 2025, down from 9.1% in 2023 and 11% in 2020. Survey data. Source: Gartner CMO Spend Survey.
13. Paid media rose to 30.6% of the marketing budget in 2025, the largest single line item, as spend shifted away from martech. Survey data. Source: Gartner CMO Spend Survey.
14. 91% of marketing leaders said their teams use AI to assist their work (2025). Survey data. Source: HubSpot.
15. Global martech market-size estimates for 2025 span from about $176 billion (MarketsandMarkets) to over $800 billion (Statista), a range driven by differing definitions. Source: multiple research firms.

The martech landscape: how many tools exist

The single most-cited martech statistic is the annual solution count from Scott Brinker’s Marketing Technology Landscape, produced with Frans Riemersma of MartechTribe. It grew from about 150 solutions in 2011 to 15,384 in 2025. The 2025 count rose 9% from 14,106 in 2024. Underneath that modest net growth is heavy turnover: 2,489 solutions were added and 1,211 were removed, an 8.6% churn rate. Roughly two-thirds of the removed tools were founded between 2010 and 2020, which the authors read as the long-predicted consolidation of the first martech wave finally arriving even as AI-native startups replace the departures.

Source: Scott Brinker, chiefmartec.com, 2025 Marketing Technology Landscape; MarTech.org.

Budget: martech’s shrinking share of marketing spend

Martech’s slice of the marketing budget has fallen for several years in the Gartner CMO Spend Survey. It was about 22% in 2025, down from 23.8% in 2024 and roughly 25.4% in 2023. Gartner attributes the decline less to falling interest in technology and more to CMOs losing budget control as IT and other functions absorb martech ownership. Meanwhile overall marketing budgets were flat at 7.7% of company revenue in 2025, and paid media climbed to 30.6% of spend, the largest line item.

Survey data. The 2024 survey covered 395 CMOs (fielded Feb to Mar 2024); the 2025 survey covered 402 CMOs (fielded Feb to Mar 2025). Source: Gartner CMO Spend Survey.

Utilization: how much of the stack marketers actually use

Gartner’s Marketing Technology Survey tracks how much of purchased martech capability marketers report using. The 2025 figure was 49%. That is a recovery from 33% in 2023 but still below the 58% recorded in 2020. In the 2025 survey only 15% of organizations qualified as high performers, defined as meeting strategic goals and showing positive return on investment. The gap between what organizations buy and what they use is the central efficiency problem in martech.

Survey data. Source: Gartner Marketing Technology Survey, various years.

AI in martech

AI is now the dominant force in new martech supply and a heavy area of demand. 77% of the solutions added to the 2025 landscape were AI-native, per the State of Martech 2025 analysis. On the buyer side, HubSpot reported that 91% of marketing leaders said their teams use AI. But expectations are outrunning delivered results: Gartner found in October 2025 that 45% of martech leaders said vendor-offered AI agents failed to meet their expectations of promised business performance. Gartner had earlier reported, in August 2023, that 63% of marketing leaders planned to invest in generative AI within 24 months, a signal of the demand that AI-native vendors are now chasing.

Market size: why the estimates disagree

There is no single agreed martech market size. Estimates for 2025 range from about $176 billion to more than $800 billion because firms define the category differently, some counting only pure-play martech software and others including adjacent advertising, data, and services spend. The figures below should be read as directional and definition-dependent, not interchangeable.

Source: Statista; Grand View Research; Precedence Research; MarketsandMarkets. These are independent commercial estimates and are not directly comparable.

Original synthesis

1. The buy-versus-use gap in dollar terms. Logic: combine the utilization rate with the budget share. If martech is about 22% of the marketing budget (Gartner 2025 CMO Spend Survey) and only 49% of stack capability is used (Gartner 2025 Marketing Technology Survey), then on the order of half of martech spend maps to unused capability. Inputs: Gartner CMO Spend Survey 2025; Gartner Marketing Technology Survey 2025. Limitation: the two surveys use different samples and questions, so this is an illustrative cross-multiplication, not a measured waste figure.

2. Supply is growing while budget share shrinks. Logic: solution count rose 9% year over year (chiefmartec) in the same period that martech’s budget share fell from 23.8% to about 22% (Gartner). More products are competing for a smaller share of wallet. Inputs: chiefmartec landscape 2024 to 2025; Gartner CMO Spend Survey 2024 and 2025. Limitation: the landscape counts distinct products globally, while the budget share is a survey of large-enterprise CMOs in North America and Europe, so the two populations differ.

3. AI supply is ahead of AI satisfaction. Logic: 77% of new 2025 solutions were AI-native (State of Martech 2025), yet 45% of martech leaders said vendor AI agents missed performance expectations (Gartner, October 2025). Supply of AI tooling is expanding faster than buyers report value. Inputs: State of Martech 2025; Gartner October 2025 survey. Limitation: “AI-native” is a supply classification and the 45% is a demand-side sentiment measure; they describe different things and are not a direct before/after.

Methodology

Source selection prioritized the organizations that produce the primary data for each figure: the chiefmartec / MartechTribe landscape census for solution counts, Gartner surveys for budget and utilization, HubSpot surveys for AI adoption, and named commercial research firms for market sizing. Trade publications (MarTech.org, CMSWire, Chief Marketer) were used only to relay figures they explicitly attribute to those primary producers, and each such figure was cross-checked against a second source where possible. Inclusion rule: a statistic was kept only if it carried a specific number, a year, a geography, and a traceable source. Exclusion rule: any figure that could not be tied to a named source with a year was dropped. Conflicts were handled by showing the range rather than picking one number, most visibly for market size, where 2025 estimates span roughly $176B to $800B+. Survey figures are labeled as survey data. No government or academic dataset exists for global martech supply, so no Tier 1 government source is available for this topic; the strongest available sources are industry research bodies. Last updated 2026-07-26.

Source quality ranking

Tier 1 (primary research producers): Gartner (CMO Spend Survey; Marketing Technology Survey); chiefmartec / MartechTribe (Marketing Technology Landscape census; State of Martech 2025); HubSpot (State of Marketing / AI research). These organizations generate the underlying data.

Tier 2 (commercial market-sizing firms): Statista; Grand View Research; Precedence Research; MarketsandMarkets. Credible but methodologically divergent on market value.

Tier 3 (trade journalism relaying primary data): MarTech.org; CMSWire; Chief Marketer; Marketing Brew. Used only to relay attributed primary figures.

Note: no government or academic (classic Tier 1) dataset covers this topic, so the primary-research producers above serve as the top tier here.

Journalist-friendly resources

Most quotable statistics

• “The martech landscape reached 15,384 solutions in 2025, up 9% from a year earlier.” (chiefmartec)
• “77% of new martech solutions added in 2025 were AI-native.” (State of Martech 2025)
• “Marketers used just 49% of their martech stack in 2025.” (Gartner Marketing Technology Survey)
• “Martech fell to about 22% of the marketing budget in 2025.” (Gartner CMO Spend Survey)
• “45% of martech leaders say vendor AI agents fail to meet promised business performance.” (Gartner, October 2025)

Data limitations

Market-size estimates vary by a factor of more than four depending on how a firm defines martech. Gartner survey figures reflect large enterprises in North America and Europe and may not describe small businesses or other regions. The 49% utilization rate is self-reported. The landscape count reflects distinct products, not revenue or market share, and depends on the census team’s inclusion criteria.

Downloadable dataset: recommended fields

Metric name; exact value; unit; year or date range; geography; population or sample; source organization; source URL; primary or secondary; survey flag; notes/limitations.

Press summary (about 150 words)

The marketing technology market entered 2026 bigger and more crowded but under tighter budget scrutiny. The annual chiefmartec landscape counted 15,384 solutions in 2025, up 9% year over year and about 100X the roughly 150 tracked in 2011. AI drove the growth: 77% of newly added solutions were AI-native. Yet buyers are cautious. Gartner’s CMO Spend Survey put martech at about 22% of the marketing budget in 2025, down from 23.8% in 2024, while its Marketing Technology Survey found marketers use only 49% of the stack they own and that just 15% of organizations are high performers. AI expectations are outrunning results, with 45% of martech leaders saying vendor AI agents missed promised performance. Market-size estimates for 2025 range from about $176 billion to more than $800 billion, a spread that reflects competing definitions rather than genuine agreement on the market’s value.

Suggested headlines

1. Martech Hits 15,384 Tools in 2025, but Marketers Use Less Than Half of Them
2. AI Now Powers 77% of New Martech, Yet 45% of Leaders Say the Agents Fall Short
3. Martech’s Budget Share Slips to 22% as Paid Media Takes the Lead
4. The $176 Billion to $800 Billion Question: Why Nobody Agrees on Martech’s Size
5. Only 15% of Companies Are Martech High Performers, Gartner Finds

Frequently asked questions

See the FAQ section below; all answers use the verified statistics in this briefing.

Citations

Source: Scott Brinker, chiefmartec.com, 2025 Marketing Technology Landscape, 2025.

Source: MartechTribe and chiefmartec, State of Martech 2025.

Source: Gartner, CMO Spend Survey, 2024 and 2025.

Source: Gartner, Marketing Technology Survey, 2025.

Source: Gartner press release, martech leaders and AI agents, October 2025.

Source: HubSpot, State of Marketing / AI research, 2025.

Source: Statista; Grand View Research; Precedence Research; MarketsandMarkets, market-size reports, 2025.