In the aftermath of the pandemic, many companies purchased new software – a lot of it. Then came the downturn, and those same companies were forced to examine how much – or how little – value this new tech was driving. This has been especially true for marketing teams, which have been prime targets for shiny object syndrome amidst a rapidly growing array of martech solutions and the pressure to do more with less. With most organizations only using 33% of their martech tools’ capabilities, it’s perhaps not surprising that as budgets shrink, teams underleveraging their martech tools have been forced to shelve them.
