Martech Readiness Report 2024 Finds Legacy Stacks Limit Agility for 65% of Retail Marketers
Jeff Bezos famously wrote in his 2018 annual shareholders letter, “Today’s ‘wow’ becomes tomorrow’s ‘ordinary’ for today’s divinely discontent customers.” Today’s customers want instant gratification, and retailers understand that well—a whopping 63.2% of retail brands we surveyed agree that agility and speed are critical to understanding and adapting to changing customer expectations. However, not many of them can achieve this agility and speed due to legacy martech platforms. This was our objective behind preparing the Martech Readiness Report this year. We wanted to understand how prepared retailers are to respond to market trends and customer needs and to what extent their existing martech stacks are helping them be agile and customer-centric.
