What are the most common challenges that businesses face with martech implementations? Where do implementations tend to require additional investments? What can teams do differently to avoid unsuccessful implementations?
To find out, researchers at GNW Consulting and Demand Metric surveyed 174 marketing leaders in January and February 2025.
Some 31% of respondents say their most recent martech implementation either failed outright or delivered neutral results.
Among that group of respondents, the top challenges faced during their most recent martech implementation were change management, misalignment among cross-functional teams, and post-implementation adoption.
Among respondents whose last martech implementation either failed or delivered neutral results, the top areas that required additional investment post-implementation were training & enablement and hiring new consultants.
Respondents whose last martech implementation either failed or delivered neutral results say the top things that would help them avoid future failures are additional post-implementation support, comprehensive training for internal teams, and access to better-trained consultants.
About the research: The report was based on data from a survey conducted in January and February 2025 among 174 marketing leaders.
