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Survey: Marketing software replacement decisions made quickly

Being top of mind with buyers throughout the organization is key to winning marketing software bakeoffs

Organizations are nimble when it comes to replacing the marketing software, according to a survey conducted by MarTech, a Third Door Media publication.

Nearly 75% of companies said marketing software replacements were approved in less than 6 months. Another 18% of marketers responding said their organizations took 6-to-12 months to approve an upgrade.

Because decisions are made quickly, having brand recognition and relationships with potential customers are keys to winning new business.

In addition to replacing marketing software quickly, replacements are commonplace. Two-thirds of those surveyed said their organizations replaced a marketing application in the last year.

We were surprised that bedrock business solutions were replaced most. More than 20% of survey participants said their organizations replaced either marketing automation, email, or a CRM in the last year.

These are just a few of the conclusions and insights you’ll uncover when you download the full survey. Note this download is ungated.

Have a comment about the survey? Want to discuss the results. Email me at chris[at]thirddoormedia[dot]com.

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