{"id":846402,"date":"2025-05-07T09:12:04","date_gmt":"2025-05-07T14:12:04","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2025\/05\/07\/10-insights-for-marketing-and-mops-leaders-from-the-state-of-martech-2025-report\/"},"modified":"2025-05-07T09:12:04","modified_gmt":"2025-05-07T14:12:04","slug":"10-insights-for-marketing-and-mops-leaders-from-the-state-of-martech-2025-report","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2025\/05\/07\/10-insights-for-marketing-and-mops-leaders-from-the-state-of-martech-2025-report\/","title":{"rendered":"10 insights for marketing and MOps leaders from the State of Martech 2025 report"},"content":{"rendered":"
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One of the things we look forward to on MarTech Day<\/a> every year is the introduction of the latest martech landscape graphic and the headcount of tools in the market. For the record, this year\u2019s landscape counts 15,384 tools.<\/p>\n

But if you heard Scott Brinker, the editor of Chiefmartec.com, at the Spring 2025 MarTech Conference<\/a> in March, you heard his excitement about the speed with which AI advances are hitting the market and what it means for the sector.<\/p>\n

Given all that\u2019s happening with AI and more, it\u2019s no surprise The State of Martech 2025<\/a> report, from Brinker and Frans Riemersma (a MarTech contributor<\/a>) of Martech Tribe, is 132 pages and nearly 26,000 words (none written by AI, Brinker assures us).\u00a0<\/p>\n

For marketing and marketing operations leaders, the report is more than a census of tools and a list of how AI is changing your world.\u00a0<\/p>\n

Here are 10 insights from the report that leaders can\u2019t afford to ignore.<\/p>\n

Dig deeper: These are the challenges and barriers impacting your martech stack<\/a><\/em><\/strong><\/p>\n

1. Your team needs to become increasingly technical<\/h2>\n

If your marketing team finds itself increasingly discussing data and infrastructure, it\u2019s not alone. Whether these discussions involve marketers, marketing ops or IT, they indicate the need for marketers to possess greater technical skills. The takeaway: Investing in data literacy and technical training for marketing teams is crucial for future success.<\/p>\n

2. Prioritize open and interoperable martech platforms<\/h2>\n

You\u2019re facing a future that involves customers\u2019 or third-party agents acting within customer journeys. That\u2019s one reason your platforms need to be more open and interoperable.\u00a0<\/p>\n

However, difficulties integrating AI tools are often due to closed or outdated martech platforms, highlighting the critical importance of openness for flexibility. If you\u2019re evaluating or selecting new martech tools, prioritize platforms offering robust API integrations and openness. (We also saw the problems of data integration in our 2025 State of Your Stack Survey<\/a>.)\u00a0<\/p>\n

3. Integrate your martech stack with a cloud data warehouse or data lakehouse<\/h2>\n

Most (56.2%) of those surveyed for the State of Martech 2025 report integrated their martech stack with a cloud data warehouse or data lake. These data platforms are a potential universal data layer and the future source of truth for businesses. They provide a strong data foundation and easier access to comprehensive data for marketing teams.<\/p>\n

4. Process data and run AI applications directly on the cloud data layer<\/h2>\n

The majority of those with integrated data warehouses and lakehouses run custom and\/or commercial AI apps or agents directly on this data layer, the report found. This architectural approach leverages the centralized data store and enables AI to work with extensive data, enhancing its power.<\/p>\n

5. AI will help you harness the power of unstructured data<\/h2>\n

AI, particularly LLMs, is effective at analyzing and extracting insights from unstructured data such as call recordings, meeting transcripts, emails and social media posts.\u00a0<\/p>\n

Marketing workflows are using LLM\/agentic AI to summarize messages and content and personalize messages. You can leverage these capabilities to gain richer customer understanding and personalize communications.<\/p>\n

Dig deeper: State of the Stack 2025: Homegrown martech surges as AI accelerates development<\/a><\/em><\/strong><\/p>\n

6. It\u2019s time for new management strategies for complex, AI-driven stacks<\/h2>\n

The introduction of LLMs and autonomous AI agents transforms martech stacks from complicated (predictable) to complex (probabilistic).\u00a0<\/p>\n

Managing this complexity requires quite a different way of thinking, including:<\/p>\n