A vendor pitch centered on a migration roadmap that replaces an existing marketing automation platform with a new one and projects an 18-month timeline remains the dominant sales motion in martech. The 2025 MarTech Replacement Survey shows this approach diverging from buyer behavior.
Marketing automation held the most-replaced category for five straight years before falling from 31.1% to 19.4%. CRM replacements dropped to 9.7% from 22.1%, the lowest level recorded in the survey.