Imagine spending an entire month each year simply fixing broken tools. That’s the harsh reality for many B2B CMOs, according to a new study by Intermedia Global (IMG). The report found that senior marketers waste over 21 working days annually troubleshooting their martech stacks.
This statistic raises serious questions about how we choose, implement and manage marketing technology. But this isn’t just a time issue. It’s about morale, creativity, ROI and the very purpose of marketing.
Martech Mayhem: A Self-Inflicted Problem?
According to Steve Kemish, CEO, IMG, who is also one of our Propolis Experts, the core issue isn’t just the technology but how it’s chosen. “We’ve got an oversaturation of technology in an industry that traditionally is not a technology industry,” he explains. “Marketers often suffer from what I’d call ADOS (Attention Deficit ‘Oooh Shiny!’) buying tools just because everyone else is.”
That’s not hyperbole. Gartner’s research found that marketers use, on average, only 33% of the tools they buy. “That’s like a family of four buying an eight-bedroom house,” Steve says. “You’re just not going to use it all. It’s a massive overspend.”
This highlights a troubling trend: businesses are investing in tools with little due diligence, resulting in bloated stacks, integration issues and unhappy teams.
The Creativity Crisis
One of the most striking stats from the IMG report is that 71% of CMOs often lose creative time due to martech issues. This figure jumps to 95% among those in-role for just one to two years. A third lose creative time “very often.”
“People spend all their time troubleshooting because tool A doesn’t talk to platform B, which means they aren’t able to be creative,” says Steve. “They can’t design effective campaigns if they’re acting as part-time IT support.”
And that’s taking a toll. One in 12 CMOs say martech makes their job less enjoyable, and 13% report it has a negative impact on team morale. When tech designed to simplify work instead drains enthusiasm and productivity, something’s fundamentally broken.
AI: Welcome Support or Shiny Distraction?
AI is the new darling of the martech world but it’s also its latest source of overwhelm. With over 15,000 tools on the market, promising AI-driven results, it’s easy to fall into the trap of “adopt first, ask questions later.” Steve offers a reality check:
“AI is just the latest incarnation of shiny. The answer is still the same: understand your requirements. What are you trying to do? Who are you trying to reach? Sometimes the best solution might not be AI at all.”
That said, AI can help, if used wisely. IMG’s own client case study shows how integrating AI into a familiar tool like Excel saved £50–60K in resource time and uncovered $1.8M in previously unattributed sales. IMG’s approach to tech overload – “Marketing Experience” (MX) – focuses on rethinking how marketers engage with their tech ecosystem. It’s about improving data flow and overall performance.
“Think of your martech like an orchestra,” Steve clarifies. “You’ve got lots of instruments, but if they’re not playing in harmony, it’s just noise. Most customer success teams only focus on their own tool, like a violinist who doesn’t care that the drums are out of sync.”
To gain deeper insights into how AI is transforming B2B marketing and how you can make informed decisions about which tools to adopt, download our comprehensive report on The Top B2B AI Marketing Tools in 2025. It’s packed with expert analysis, trends, and practical recommendations to help you navigate this evolving landscape.
Where to Start: Audit, Align and Act
So how can B2B CMOs course-correct?
1. Audit Your Stack: “What martech have you got? Who owns it? How much of it do you actually need?” Steve suggests starting with a clear-eyed inventory before adding anything new.
2. Measure What Already Works: Don’t leap to new solutions without understanding your current performance. “Most marketing teams are doing better than they can articulate,” Steve says. “AI can help identify those successes and prove value.”
3. Invest in Integration, Not Just Innovation: The ROI of your martech isn’t just in the tool, but in how well it connects with the rest. Don’t let beautiful dashboards fool you into thinking implementation will be seamless.
Smarter Martech Choices Start with Better Insight
The IMG research makes one thing clear: the true cost of poor martech decisions isn’t just budget waste: it’s lost creativity, reduced ROI and declining team morale. In a time when AI-driven tools promise to solve every marketing challenge, B2B CMOs need to pause and rethink their approach. Martech should empower your teams, not distract them.
To make confident, data-driven decisions about your martech stack, especially when it comes to AI, B2B CMOs need more than vendor hype. They need clear, independent analysis and actionable recommendations. That’s exactly what you’ll find in our latest report: The Top B2B AI Marketing Tools in 2025.
From emerging trends to vendor comparisons and practical use cases, it’s designed to help you cut through the noise and build a martech strategy that delivers real business impact. Because in B2B marketing, smarter outcomes start with smarter AI martech choices.
