Marketing Operations & MarTech Benchmarks 2026
20 metrics on marketing spend, martech stack complexity, email performance, content ROI, paid acquisition, and attribution.
- 20
- Benchmarks
- 10
- Published sources
- 2026
- Edition
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Executive summary
What the data shows
This report compiles 20 benchmarks from 10 independently published sources to give marketing automation and email marketing buyers a data-grounded view of where the market stands in 2026. Below are the four findings that matter most for software evaluation and budget planning.
Average martech stack has 91 tools — up from 56 in 2020 — but utilisation is only 33%
Marketing budgets dropped to 7.7% of revenue, the lowest in a decade
Email ROI remains king at $36 per $1 spent, but average open rates fell to 21%
Only 18% of marketers can confidently attribute revenue to specific campaigns
Key statistics
MarTech by the numbers
The headline figures, each attributed to the published report it came from.
Every figure sourced from a published report with disclosed methodology. Full citations in the downloadable report.
Report contents
What you get in the full report
Six sections beyond the figures above, in a print-ready PDF.
Research methodology
How this report was compiled
This report aggregates 20 metrics from 10 independently published industry sources released between Q3 2024 and Q2 2025. Every statistic is attributed to its original source with the publication year, publisher name, and — where disclosed — sample size and research methodology.
Source selection criteria. We include a metric only when it meets three requirements: (1) it comes from a named, publicly available report, (2) it is based on a disclosed methodology with a sample size of at least 200 organisations or 1,000 professionals, and (3) it is directly relevant to marketing automation and email marketing software evaluation or operational planning.
Verification process. Where two sources report different figures for the same metric, we note the range in the full report and display the figure from the most recent or most methodologically rigorous source. We do not average conflicting figures.
Editorial independence. Spotsaas does not generate primary research data. We aggregate, verify, and contextualise published benchmarks to help software buyers understand market baselines. No vendor paid for inclusion or positioning in this report.
Transparency
Sources cited in this report
The 10 published reports behind every figure above.
Full citations with report titles, publishers, publication dates, and sample sizes are included in the downloadable report.
Everything above, plus the full analysis
Everything above — plus year-over-year trend analysis, per-section recommendations, visual charts, and the complete source list. Free, instant, no sales calls.
- 20 benchmarks with full citations
- Year-over-year trend comparisons
- Per-section buying recommendations
- Print-ready charts and tables
Where should we send it? Free · arrives in seconds · no spam.
We email it to you — one-click unsubscribe anytime.
Common questions
Frequently asked questions
How many tools are in the average martech stack in 2026?
What percentage of revenue do companies spend on marketing?
What is the ROI of email marketing in 2026?
Can marketers attribute revenue to campaigns?
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