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Size Matters in MarTech: Tailoring Your Tech Stack to Company Scale 

In the shifting landscape of Marketing Technology and the famed tech stack, we’ve found that “size matters” rings true.  As companies scale, so do their operations, customer interactions, and their marketing technology needs.  

In our recent industry survey, which led to the release of our Insight 2024: The State of Digital Report, we found that the bigger they are the more likely a business is to adopt and effectively make use of marketing technology. 

Larger businesses report higher effectiveness, while smaller ones show greater non-adoption. This trend is consistent across most MarTech categories, indicating a size-dependent approach to technology implementation.

Analytics & Business Intelligence

Analytics and Business Intelligence (BI) software show a success rate of 26.53% and an integral rate of 18.37%, contributing to a weighted average of 2.67.  

While larger companies appear to get more significant benefits from these tools compared to smaller ones, mid-sized companies also see their value. 

Customer Relationship Management (CRM) 

CRM software received diverse responses across business sizes.  

40.82% of businesses are yet to implement it, while those who have implemented it find it valuable, boasting a success rate of 22.45%.  

Users express moderate satisfaction, shown in a satisfaction score of 2.71. Larger enterprises show more effectiveness, while smaller businesses show a notable rate of non-implementation. 

Marketing Automation 

A majority of businesses (53.06%) don’t use marketing automation software, and only 10.20% of those who do are successful with it.  

Larger companies adopt marketing automation more often, with the exception of those in the R500M to R999.9M range, where implementation rates decline. 

Content Management 

As our survey findings show, CMS tools boast a success rate of 38.78% and are labeled as highly important.  

Larger businesses recognise that CMS is an essential and efficient part of their tech stack, while smaller companies have not widely adopted it. 

Email Marketing 

Businesses across all sizes successfully implement email marketing tools, with an emphasis in the R50M to R99.9M revenue bracket, where it stands out as the most valued and satisfying MarTech tool.  

None of the companies in the R50M to R99.9M range reported not implementing email marketing software, which shows how important it is in this specific bracket. 

Employee Advocacy & Media 

When it comes to employee advocacy software, it’s clear that this powerful tool is still waiting to be discovered and used effectively by most businesses. 

Employee advocacy and advertising software show high non-implementation rates, higher than 73%, and when used, they show relatively low satisfaction averages. 

Social Media Management 

Social media management software has shown high effectiveness, with a success rate of 36.73%.  

The software has earned a weighted average of 3.00, showing that it is well-received and a crucial resource for proficiently managing social media. 

Influencer and Omni-Channel 

Despite their capabilities, influencer management and omnichannel messaging software show low implementation rates, reaching almost 80% and over 73%, respectively.  

Their success rates are even lower, which shows an undervaluation of these technologies. Assessing their weighted averages of 1.51 and 1.80, it becomes clear that the true potential of these tools is not fully understood yet. 

Email Signatures 

Adoption of email signature management software varies a great deal, with over 64% of the smallest businesses choosing not to use it.  

Larger firms display a mixed pattern, with some considering it vital, while others don’t. The perceived value of email signature management appears to be subjective and influenced by specific industry needs. 

Navigating Common Challenges Across Company Sizes 


Regardless of size, companies often struggle with software integration challenges when onboarding MarTech tools.  

Robust APIs, interoperability, and a well-thought-out integration strategy are vital for ensuring seamless communication between different tools. 

Adaptability & Scalability 

Companies of all sizes face the challenge of staying adaptable and scalable in the dynamic business landscape.  

MarTech tools that offer scalability and adaptability to evolving market trends will contribute to long-term success. 

Strategic MarTech Considerations for All Companies 


Irrespective of size, cost-effectiveness is a common concern. Companies must assess the ROI of MarTech tools and choose solutions that align with their budget limits while delivering value. 

User Training & Adoption 

Ensuring that teams can effectively use MarTech tools is important. User-friendly interfaces, detailed training programs, and ongoing support contribute to successful tool adoption. 

Tech stack size matters, but strategic alignment matters even more in the realm of MarTech. 

To explore these insights and more, dive into our Insight 2024: The State of Digital Report by downloading your copy today. 


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