New Study Commissioned by Siteimprove Reveals the Hidden Costs of Marketing Complexity

Global Survey of 600+ Marketing Leaders Finds That Disjointed Tech Stacks and Siloed Teams Are Undermining ROI, CX, and Growth.

April 3, 2025 – Bellevue, WA & Copenhagen, Denmark - Siteimprove, the leading AI-powered SaaS platform for delivering digital content experiences that are compliant and accessible, today released findings from a new Forrester Consulting study, The Costs of Complexity: Unify Marketing Performance to Enhance CX and ROI. The research, commissioned by Siteimprove, surveyed over 600 global marketing leaders and reveals that while marketers are under increasing pressure to improve results; fragmented technologies, siloed teams, AI evolution speed, and under-leveraged SEO and accessibility investments are holding them back.

The study cites that "Marketers must not lose sight of SEO and accessibility, which are essential to marketing performance. Currently 1 in 3 respondents do not agree that their firm runs a cross-functional SEO process effectively, and 30% say the same for their ability to deploy effective accessibility solutions."

Key Findings Include:

• 70% of marketers say it’s crucial to integrate paid and earned media.
• 62% report that their marketing tech stack is too complex, while 59% say they lack critical performance technologies.
• 67% of organizations plan to implement marketing performance solutions in the next 12 months, especially in SEO, digital experience, and content strategy.

The study underscores a new marketing reality: brands that unify marketing functions—including SEO, accessibility, and content performance—are better positioned to compete, differentiate, and grow. Marketers surveyed showed 48% are investing in new emerging technologies and experiences in the coming year, while 86% say they’re challenged with understanding how to effectively deploy and manage AI.

"Today's marketers aren’t just marketing—they’re also integrating systems and chasing fractured data," said Izabela Misiorny, Head of Solutions Marketing & Evangelism at Siteimprove. "This study confirms what we hear from customers daily: complexity is killing marketing performance. Unified solutions are no longer optional—they’re essential."

Unlocking the Digital Advantage

With more than 5,500 customers and 20+ years of experience, Siteimprove is a recognized leader in SEO and digital accessibility solutions. The company's AI-powered platform provides a single source of truth for marketing teams looking to improve website performance, content quality, and compliance—all from one integrated place.

To access the full report, download here.

To access the webinar, register here.

About Siteimprove:

Founded in 2003, Siteimprove empowers companies to deliver engaging, accessible and compliant digital experiences that not only perform, but matter. Today, clients spanning manufacturing, government, higher education, financial services, and healthcare rely on Siteimprove's AI-powered platform to capture their users' attention, drive engagement, and adhere to the highest accessibility standards. Based in Copenhagen, Bellevue, Minneapolis and London, Siteimprove represents a single, actionable source of truth for marketing teams of every size and scale, from Series A to the largest global enterprises. Siteimprove is majority owned by Nordic Capital.