The $160 billion martech industry can't answer a simple question: How does it make its customers money?

Source: Business Insider

Master1305/Getty ImagesA new McKinsey report finds that companies struggle to measure the impact of their marketing technology (martech) stacks. Businesses are forecast to spend $215 billion on martech by 2027, per McKinsey. McKinsey said AI agents can help fill the return on investment gaps.

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The $160 billion martech industry can't answer a simple question: How does it make its customers money?

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