Jul 29, 2026 · 28 min · 12 segments
In this episode of Bare-Knuckle B2B, our hosts Kavita Singh and Matt Hicks sit down with Fujitsu’s Andrea Clatworthy to ask a blunt question: have we hit peak martech? With 15,000+ vendors, low…
Andrea ClatworthyGuest
Matt HicksHost
Kavita SinghHost
There's some real eye-opening stats around MarTech, isn't there? I think that there's something like 15,000 or more vendors out there, and Gartner reckons that less than half of functionality is used by most companies.
So do you think we've reached saturation point with all this, haven't we? Do you think there's just too much MarTech out there at the moment?
How do you make a decision? And then what do you do once you've made that decision? That's part of the challenge.
It's a real challenge, isn't it? Because there's another Gartner stat here is something like 15% of companies ever get the ideal ROI out of MarTech as well.
So I suppose that there's all sorts of questions about how you sift through what's good and bad from suppliers in general, really.
I think as someone who's sort of written about multiple vendors over the past few years, I definitely notice the language being used and how they it's almost like they promise the world and every single description that I read.
And then my job is kind of to translate it into what are they actually achieving?
So I guess it'd be great to know if you think that like when vendors are presenting themselves, do you think they do a good job of selling themselves?
I think they do a brilliant job at selling themselves and the product and the service and whatever wrappers they put around it.
There's some real eye-opening stats around MarTech, isn't there? I think that there's something like 15,000 or more vendors out there, and Gartner reckons that less than half of functionality is used by most companies.
So do you think we've reached saturation point with all this, haven't we? Do you think there's just too much MarTech out there at the moment?
How do you make a decision? And then what do you do once you've made that decision? That's part of the challenge.
It's a real challenge, isn't it? Because there's another Gartner stat here is something like 15% of companies ever get the ideal ROI out of MarTech as well.
So I suppose that there's all sorts of questions about how you sift through what's good and bad from suppliers in general, really.
I think as someone who's sort of written about multiple vendors over the past few years, I definitely notice the language being used and how they it's almost like they promise the world and every single description that I read.
And then my job is kind of to translate it into what are they actually achieving?
So I guess it'd be great to know if you think that like when vendors are presenting themselves, do you think they do a good job of selling themselves?
I think they do a brilliant job at selling themselves and the product and the service and whatever wrappers they put around it.
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