ONLY half of Martech tools are being used, do you know why?

Welcome to This Month’s Edition of the Future Ready Newsletter!

Each month we highlight a key topic, with a fresh take on familiar challenges to uncover overlooked opportunities. Our goal is to spark new perspectives, fuel innovative thinking, and equip you with actionable insights to push your digital-first journey forward.

Let's get into it!

?? Topic of the Month:?

The Martech Adoption Gap

?? Why it matters?

While Martech tool purchases have increased last year by 8%, only 50.8% of those tools are actively used.

This means countless tools sit idle—partially implemented or severely underutilized. In a sector like retail, where growth is notoriously slow, maximizing the impact of every investment is critical to driving meaningful progress.

???Who is on the Podcast this month?

We spoke with Nynne Krogh Kiesbye , Martech Consultant at Vertica .

We discuss:

• The barriers to effective Martech adoption.
• Key reasons the gap exists within organizations.

Do you have Martech Adoption Challenges Tic Tac Toe?

Watch or listen to Episode 2 of the Future Ready Podcast: Unpacking the Martech Adoption Gap

But wait there’s more! We’ve created a guide to help you overcome the Martech Gap Check out our latest article that recommends 6 ways to face the challenges head on.

Closing the Martech Adoption Gap: A guide to vendor selection for retailers

?? Quote of the Month:

“There's a lot of schooling that the vendors don't necessarily provide. This can leave users without the necessary skills to effectively utilize the technology. Many employees aren’t specifically hired for these responsibilities, yet they find it becoming part of their role.” - Nynne Kiesby, Martech Consultant, Vertica

See you next month!