MarTech utilization has hit an all-time low this year with marketing departments using only 33% of their current capabilities (down from 42% in 2022 and 58% in 2020), according to a Gartner study.

And it’s a huge drain on their budgets. The same study estimated that MarTech underutilization could cost companies with a revenue size of $250 million up to $4 million - an extravagance resource-strapped marketing teams cannot afford.

But why is it so hard for marketing departments to leverage the full power of their MarTech stacks - and what can they do about it?