Martech Spending Stats 2026: Key Statistics for 2026
Marketing technology spending is the largest single category in marketing budgets. These statistics reveal how organizations invest in martech tools and platforms.
Key Statistics
Global martech spending reached $215 billion, up 14.3% year-over-year
Source: Gartner (2025)
Audit your marketing freeMartech accounts for 25.4% of total marketing budgets, the largest single line item
Source: Gartner (2024)
Audit your marketing freeCompanies utilize only 42% of their martech capabilities on average
Source: Gartner (2025)
Audit your marketing freeAI and analytics tools received the largest martech budget increases at 32%
Source: Gartner (2024)
Audit your marketing freeSaaS-based martech tools account for 87% of all martech spending
Source: IDC (2025)
Audit your marketing freeThe average mid-market company spends $148,000 annually on marketing technology
Source: Gartner (2024)
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Key Takeaway
Martech is the largest marketing investment category, yet significant underutilization remains a challenge. AI and analytics tools are receiving the largest budget increases as organizations prioritize data-driven marketing capabilities.
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