Observed Signal · Apr 14, 2026 · Survey · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Neutral
MarTech launches 2026 State of Your Stack survey
MarTech, owned by Semrush, is inviting marketers to participate in the 2026 "State of Your Stack" survey run in partnership with Scott Brinker (editor of Chiefmartec) and MarketingOps.com. The short survey asks practitioners to report what’s in their martech stacks, what works, what is underused, and how teams are adopting AI (including AI agents), data integration status, and budget/size trends. Responses will be aggregated and published later in 2026 to provide community benchmarking and insights. The article is authored by Pamela Parker, Research Director at Third Door Media's Content Studio.
An annual industry benchmarking survey that will produce data-driven insights on martech stack composition, AI adoption and integration — useful for marketers but not industry-shifting on its own.
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Key Takeaways & Evidence Grounding
- MarTech is running the 2026 "State of Your Stack" survey in partnership with Scott Brinker (editor of Chiefmartec) and MarketingOps.com.
- The survey collects information on martech stack composition, AI adoption (including AI agents), data integration, and related strategies.
- MarTech is owned by Semrush (Semrush Inc.).
- The call-to-action asks marketers to spend about five minutes on the survey; results will be published later in 2026.
- Article author: Pamela Parker, Research Director at Third Door Media's Content Studio.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Martech Stacks Are Getting Messier
A 2025 MarTech Replacement Survey finds organizations are replacing fewer core marketing platforms but continuing to add more point tools, producing larger, more complex stacks. While 59.9% of respondents said they replaced a marketing technology app in the prior year (down from a 69.8% peak in 2022), nearly two-thirds of those replacers increased their total number of applications—62.9% added tools (37.9% added one or two; 21% added three to five; 4% added six or more). The report links this pattern to high switching costs, longer evaluation cycles, and the rise of composable architectures that make layering new tools easier than platform replacement. Respondents cited integration capabilities (37.1%), data centralization (42.7%), and cost (50.8%) as top selection considerations. The article concludes the next phase of martech will focus on stack management, consolidation, and integration.
ChiefMartec to Release 'Martech for 2026' Report
ChiefMartec’s Martech for 2026 report (releasing Dec 2) highlights rapid adoption of AI agents across marketing stacks and warns that the real disruption is buyer-side AI agents changing how customers discover, evaluate, and transact. In a preview, the authors report 90.3% of survey participants use AI agents to some degree, while 63% recognize shifts in buyer search behavior but only 14% have instrumented responses. The preview documents platform moves that accelerate agent-driven commerce — OpenAI’s Instant Checkout and ChatGPT Apps integrations (e.g., Booking.com, Canva, Figma), and Google Gemini’s agentic checkout and store-calling capability — and argues agent-to-agent interactions and agentic commerce will further erode marketer visibility and control. The full 100+ page report and webinar will detail pragmatic steps for marketers to adapt.
Survey: Martech Rip-and-Replace Slows in 2025
The 2025 MarTech Replacement Survey reports an unprecedented level of stability in marketing technology stacks: fewer wholesale replacements and shifts in which tools are replaced. SEO tools were the most-replaced category in 2025. The survey found AI influenced many replacement decisions — 37.1% of respondents cited AI capabilities as an important factor and 33.9% said wanting AI was a reason to replace. Replacing commercial martech with homegrown solutions rose to 8.1% of replacements (2024: 3.4%), reflecting growing interest in build-vs-buy driven partly by AI-assisted coding. Cost reduction also surged as a motive: 43.8% cited cost savings (up from ~23% in 2024). The survey polled 207 marketers (154 of whom had replaced a martech app in the prior 12 months).
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