Time is money ! This is what we can learn from the study carried out by Capterra about the marketing expenditure of small and medium-sized businesses. Figures show that average SMBs in the United States waste more than $43,000 on unnecessary marketing technology that takes up time and complicates their day-to-day work.
39% of marketers surveyed say they spend more time on marketing technology tasks with sometimes identical functionality or overlapping tools. A time-consuming job that is relatively expensive and often degrades performance.
Too many tools? Too many different goals? A nice mix of the two? Concretely for professionals, this translates into:
- 46% who explain spending too much time having to learn how to use new technologies,
- 41% who believe they waste time switching from one tool to another,
- 40% who admit being confused by too many features they don’t use,
- and 35% who encounter identification problems for all their tools.
The result is therefore clear, 63% of marketers surveyed say that all this reduces the return on their company’s technology investment. And if we dig a little deeper into the question, the problem of the multiplication of tools would come from the fact of wanting to support the preferences of employees (51%), the desire to remain innovative (47%), the search for flexibility ( 44%) and to follow the competition (39%).
Not everything is negative, however. The study points out that 84% of companies regularly carry out audits to remove unwanted or unnecessary software. This does not revolutionize everyone’s habits for sure, but sorting is gradually done. Even when an agreement is reached, 66% of respondents report that it takes between four months and a year to permanently delete an application.