Expect a slow week in martech news, Dear Reader. At least the nice people at Spiceworks Ziff Davis have tossed us a small bone by purchasing Aberdeen, which generates intent data about B2B buyers through research, media, and demand generation programs. It’s the latest expansion by Ziff, which purchased Spiceworks itself last year and Revenu8, which published MarTech Advisor, in 2018.

Meanwhile, this Rackspace survey finds there is no radical shift towards building rather than buying software, even though no code/low code technologies are widely adopted. But they also find that companies are focusing their building on customer-facing systems that create unique competitive advantages. Especially interesting, companies cite the same reasons in the same order for both building and buying: ease of use/implementation, competitive advantage, customization, and cost savings.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.