Marketers are Moving from Experimentation to Execution: State of Martech 2026 Report
Martechvibe’s State of Martech 2026 report draws on insights from the global marketing community. It speaks on the attitudes towards technology investment, ROI pressure, AI maturity, stack integration, and the decisive shift from experimentation to execution.
Topics
What to Read Next
Martechvibe, a global digital magazine and authority on marketing technology and CX, has released The State of Martech 2026, an industry study examining how marketing leaders are recalibrating strategy, technology investments, and talent in an era defined by accountability, AI adoption, and measurable business impact.
The report is based on insights from 231 senior marketing professionals, including vice presidents, directors, and heads of digital marketing, ecommerce, martech strategy, and marketing analytics.
Together, their responses provide a clear snapshot of how organisations are moving beyond experimentation and focusing on execution and performance.
The State of Martech 2026 report also features expert perspectives from leaders, including Ben Cortese, VP of Decision Sciences & Innovation, KS&R; Tracey Shirtcliff, Founder & CEO, SCOPE Better; and Jared Koll, CX Advisory Expert, Outsource Consultants, which add qualitative depth to the quantitative findings.
Key Insights Inside the Report:
The report also highlights growing pressure on marketing teams to demonstrate performance and accountability:
- Why 74% of leaders now rank Campaign ROI as the most critical KPI.
- Where Martech value leaks, with 40% citing low ROI as a top challenge.
- Growing integration gap, with only 28% very satisfied with their stack.
This is an editorially-driven initiative by Martechvibe, a global media platform that closely examines the Martech world for meaningful stories and analysis.
Availability
The full report, The State of Martech 2026: The Great Recalibration is Underway, is now available for download exclusively at https://resources.martechvibe.com/the-state-of-martech-2026/.
