83% of marketers rip-and-replace a martech app each year — here’s why

I’ve said many times that change is at the heart of modern marketing operations. It is at the very center of the “4 forces” diagram of The New Rules of Marketing Technology & Operations because it’s the dominant variable of our profession.

And what’s the most common and concrete change in martech? Why changing martech applications, of course. This well-known yet not well-quantified phenomenon was the motivation for Chris Elwell and Jennifer Cannon of MarTech Today to launch a research study, Martech Replacement Survey 2020: What Motivates Marketers to Change Applications & Vendors.

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