Worse Than a Black Hole? The Complexity of B2B Martech Stacks

According to recent research from Anteriad and Ascend2, 19% of senior B2B marketers say their martech stack is more complex than a black hole, 42% say it is too complex, 21% say it is not complex enough, and 18% say it is just right.

Nearly all (93%) respondents say that replacing, updating, or consolidating tools in their current martech stack would make it function more efficiently. The biggest challenges they are seeking to address with new technology investments are normalizing data across systems (35%) and making it easier for tools to talk to one another (33%).

The current martech stack includes a wide range of different tools such as CRM systems, content management systems, and marketing automation solutions. The report was based on a survey conducted among 370 marketing leaders at B2B mid-market and enterprise companies in the US and UK.