Is the era of rip and replace coming to an end?

The 2025 MarTech Replacement Survey reveals a significant shift in our daily grind: the "rip and replace" cycle for core tools is finally losing its grip.

For years, marketing and MOps pros have been buried in the technical debt of migrating automation platforms, CRM systems, and email tools. 

  • The 2025 data shows replacement rates for core applications dropped sharply.
  • Your stack might finally be entering a season of stability.
  • Use this breathing room to optimize what you have rather than starting from scratch.
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Meanwhile, SEO teams are feeling a different kind of pressure. As AI transforms the search landscape, SEO tools have jumped to the top of the replacement list. If you feel like the ground is shifting under your feet, the data confirms it — and provides a map for what comes next.

Get the report to see how your stack compares and how to navigate the next phase of consolidation.

Key takeaways from the 2025 survey

  • Core platform replacement rates have dropped, signaling a shift toward stack stability
  • Marketing automation, CRM and email tools are seeing fewer disruptive migrations
  • SEO tools are now the most-replaced category as search enters an AI-driven era
  • Budget pressures and AI capabilities are redefining how we value our current vendors
  • The market is moving away from constant churn and toward strategic consolidation


Listen to an AI-generated audio recap of the 2025 MarTech Replacement Survey:

Insights from Scott Brinker

This year’s report includes expert analysis from Scott Brinker, who explores the tactical realities of these shifts: 

  • How AI is fundamentally reshaping the search ecosystem and your tool requirements
  • Why SEO platforms are facing a new wave of disruption and how to stay ahead
  • How AI-assisted development is changing the "build vs. buy" math for your team

Download the 2025 martech replacement survey report

Access the full data and expert insights to help you advocate for the resources and stability your team needs. Download the report now.