The State of the
GTM Stack 2026

14,106

marketing-technology products now exist — up 27.8% in a year, and roughly 100× since 2011.

112

SaaS apps run by the average company — down from a peak of 130, the first decline in over a decade.

25.4%

of the average marketing budget now goes to technology — the single largest line item.

33%

of martech stack capabilities are actually used — down from 42% in 2022 and 58% in 2020.

49%

only about half of the SaaS licenses companies pay for actually get used.

$21M

the average organization wastes on unused SaaS licenses each year — up 14% year over year.

$4,830

average annual SaaS spend per employee — a 22% jump year over year.

~30%

of a sales rep's time is actually spent selling — the rest goes to admin, data entry, and research.

21×

more likely to qualify a lead when reps respond within 5 minutes versus 30 — speed the stack rarely delivers.

10+ hrs

a week saved by marketing teams using AI for content — time the old stack consumed manually.

87%

of sales organizations now use AI for prospecting, forecasting, scoring, or drafting outreach.

80%

of marketers now use AI to create content, including email and social copy.

88%

of organizations now use AI in at least one business function — up from 78% a year earlier.

1.3×

more likely to see revenue grow: sales teams that use AI versus those that don't.

1st

decline in SaaS app counts in over a decade (130 → 112) — the clearest sign the consolidation era has begun.

98%

of US small businesses already use AI-enabled tools, with generative-AI use nearly doubling to 40% in a year.

91%

of SMBs using AI say it boosts revenue — and 83% of growing SMBs use AI, vs just 55% of those in decline.