State of Martech & Marketing Operations Report 2025

AI is no longer a nice-to-have — it’s the engine powering the next generation of marketing performance. From composable stacks and contextual data to AI agents and agentic automation, the 2025 State of Martech & Marketing Operations Report reveals how top organisations are transforming at speed — and how you can, too.

Based on a global survey of 201 CMOs and senior marketing leaders, and produced in association with Intent HQ, this fourth annual edition offers an unfiltered look at the forces reshaping martech, marketing ops, and the role of the modern marketer.

Discover how leading teams are:

• Shifting spend strategically: Martech now claims 31.4% of the marketing budget, with 75% of CMOs planning further increases to fund AI, automation, and data activation.

• Measuring what matters: 73% of CMOs report clear visibility into martech performance, with "Return on Time" emerging as a critical KPI — valuing speed, automation, and impact.

• Redesigning the stack: The average enterprise now runs 62 tools, and 86% of CMOs prefer a best-of-breed, composable approach to achieve agility and precision.

• Harnessing AI agents: 70% of CMOs say AI agents will fundamentally reshape marketing, with 38% anticipating these agents will replace up to 50% of roles within two years.

• Battling data challenges: Despite investment in CDPs and orchestration, 61% still struggle to activate their data effectively, spotlighting a critical execution gap.

• Closing the skills gap: Talent is the #1 barrier to martech success, with 32% of CMOs citing internal capability shortfalls. Upskilling in AI marketing, analytics, and orchestration is now a strategic priority.

What’s inside the report?

• Deep dives into martech maturity, budget allocation, and ROI
• Expert commentary from leaders at HSBC, Mars, Red Bull, Philips, ANA, and more
• Real-world case studies featuring AnyPark and Evest using AI-powered orchestration to deliver exponential growth
• A practical roadmap for scaling your stack, talent, and strategy in an AI-first era
• Predictions on the rise of agentic AI, contextual intelligence, and privacy-first innovation

Don’t just keep up. Lead the change.

This is your playbook for turning AI, automation, and data into marketing impact. Download your copy and discover how to elevate your marketing operations from reactive to orchestrated, from siloed to scalable, and from potential to performance.

Download the 2025 State of Martech & Marketing Operations Report now and get ahead of what’s next.