Companies with Fewer Martech Tools Earn Higher ROI: Optimizely Survey

You don’ t need to be told that AI is a hot topic among marketers, with 92% planning to adopt it and 44% planning to adopt it quickly, according to this Optimizely survey.  What’s interesting is the same survey finds that marketers are doing a terrible job of integrating the tech they already own, with 76% skeptical that their martech will generate the ROI they want. Even more interesting, just 9% of companies with fewer than 20 martech tools doubt they’ll get the expected ROI, compared with 57% of those with more than 20 tools.