of SMBs say they are stuck with redundant martech

According to a recent survey, more than half of marketing technologies that are used by small- and medium-sized business (SMB) are redundant.

This redundant redundancy is costly and inefficient. According to a report by Capterra, a marketplace for business technologies, SMBs spend $43,500 per year on martech they rarely use. Martech is said to be the reason why 39% of these marketers spend more time doing tasks.

Why we care. The stack is a mess if there are a lot martech tools that have been left unused. Interactions between programs can also degrade performance. This can also indicate a general lack of focus or discipline in marketing. Too many people are using too many tools in order to achieve too many goals.

Problems caused by this:

• 46% of marketers claim they spend too much time on learning new technologies
• According to 41% of respondents, switching between applications is a time-consuming activity that leads to inefficiency
• 40% of respondents say that the number of features that are not used is confusing their workflow.
• 35% of respondents say that they are unable to access programs due to their credentials or user levels

What if my stack is larger than yours?

ROI without returns. Nearly two thirds (63%) say that this redundant technology has either no impact on their company’s ROI or has even decreased it.

What is the cause? This redundancy has been attributed to employee preferences (51%). Other reasons include: being innovative (47%), flexible in their work (44%) or keeping up with the competition (39%).

Simple to add. Only 34% SMB marketers claim that their company actively restricts non-IT staff’s ability to adopt software without approval. A further 45% of SMB marketers say that any employee can ask their IT department to install new apps.

It’s hard to subtract. The good news is that 84% of companies say they conduct regular software audits. This doesn’t necessarily make it easier to get rid of unwanted software. To get rid of outdated software, half of respondents say they need to consult other departments. 39 percent also require that internal stakeholders agree whether or not an app should retire.

Even when all agree, 66% claim it takes between four and a half months to remove an entire application. Even worse, only 26% of companies say they cancel service or payments to the software provider.

51% SMB marketers claim they are stuck with outdated martech