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.
Interview Customer Experience expert
Helen Rigamonti
Customer Experience expert
Interview TUI
Sara Mundt-Petersen
Head of Digital Marketing & CRM
Interview Data & Marketing Association
Chris Combemale
CEO
Interview Project Director
Håvard Kvernaas Bakken
Project Director
Interview Solveta GmbH
Martin Nitsche
Founder and Managing Partner
Interview brandREACH
Michael Vaclav
co-founder
Interview Natural Cycles
Sofie Askervall
Global Marketing Director
Case Google
The Google Marketing Platform team
Case Tele2
Daniel Kjellström
Head of CRM & Direct Marketing
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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.