MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.
Source: MarTech 2025 State of Your Stack Survey. Click to enlarge.
MarTech’s 2025 State of Your Stack Survey found nearly one-quarter of the tools and capabilities marketers plan to add to their stacks will be homegrown solutions.
While nearly 60% of those new tools will come from commercial vendors, this is a surprising turnaround.
Another survey, the 2024 MarTech Replacement Survey, which was conducted less than a year earlier, found homegrown solutions were on the verge of extinction.
Source: 2024 MarTech Replacement Survey. Click to enlarge.
More than 70% of Replacement Survey respondents said they replaced commercial tools with another commercial tool, while less than 10% replaced a commercial application with a homegrown solution.
What’s behind this re-emergence of homegrown martech applications? It’s likely AI. Artificial intelligence enables the “citizen developers” who create applications without deep coding knowledge or experience.
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