The Martech Report is an annual study that maps the development, challenges, and opportunities within marketing technology in Sweden and across Europe. The report explores how companies are working with people (skills), processes, technology, and data to strengthen their marketing capabilities in an increasingly complex and competitive landscape. 

  

Behind this eighth edition is Wiraya, SWEDMA and Differ. Three organizations with deep insight into the Martech ecosystem. 

The data collection was conducted in partnership with Norstat, one of Europe’s leading providers of high-quality data for market research. Also supported by several qualitative in-depth interviews. 

  

The aim of the report is to provide a comprehensive snapshot of Martech maturity, investment priorities and organisational readiness, as well as to identify trends that are shaping the future of data driven marketing. With its combination of breadth and depth, the Martech Report serves as a valuable resource for decisionmakers, strategists and marketers navigating the fast-changing Martech landscape.