About the report
We explore the state of Marketing Technology in Sweden and Europe
In the Martech Report 2025, we explore the state of Marketing Technology in Sweden and Europe, focusing on skills, processes, technology, and data. The report reveals how companies are adapting to the complex Martech landscape to maximize their investments and highlights emerging trends and challenges.
815
Respondents
26
Industries
8
Years of publishing the Martech Report
#1. Maturity or maturity anxiety?
This year’s data shows a decline in self-assessed Martech maturity. But is it really a step backwards or rather an awakening? As technology races ahead faster than organizations can adapt, the gap becomes clear. Self-awareness of this complexity may therefore be seen as an important step towards real capability.
#2. People & process finally in the spotlight
After years of focusing on technology, competence building, change management, and processes are now stepping up as the real priorities. Technology remains a critical enabler, but without the right skills and structures its value risks being lost. That is why investments are increasingly directed toward building the capabilities needed to manage the technology, interpret its outcomes, and turn potential into real impact.
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In the Martech Report 2025, we explore the state of Marketing Technology in Sweden and Europe, focusing on skills, processes, technology, and data. The report reveals how companies are adapting to the complex Martech landscape to maximize their investments and highlights emerging trends and challenges.