A neat illustration of one of the biggest sources of waste in modern marketing budgets. Companies are now spending 5% more on their martech stack than they are on actual media! Even worse, 44% of martech licenses go unused and yet 63% expect their spend to increase in 2023. Spending more on the tech to identify and target customers than you do on the actual working media to put your communication in front of them makes no sense. With marketing budgets constantly under pressure, this is an area that could save billions and will attract a lot more focus from budget holders in coming years. #marketing #tech #media #martech