The execution structure that drives marketing results comes down not to which tool you use, but to how quickly your team makes decisions and executes repeatedly. Adoption of precision tools like Meta Ads, Google Analytics 4, and HubSpot has surpassed 70% among domestic marketers, yet only one in four teams demonstrate actual ROI. The real performance gap is not about technology—it’s about people and structure.
Even as martech tool investments grow and CTV and AI workflows become more sophisticated, the bottleneck preventing marketers from converting insights into results remains unchanged. Execution structure for marketing performance has emerged as a variable more important than the technology stack itself.
High Attention, But Where Are the Results? CTV on Trial
CTV records high attention but fails to prove business results due to attribution, measurement, and execution gaps. Marketers assess that CTV has yet to deliver the business impact it promised.
The Real Problem in Martech Isn’t Technology
New survey results show that the reason marketers fail to translate insights into action is not a software limitation but an operational bottleneck.
How Brand Building and Performance Marketing Work Together
Performance marketing has established itself as the dominant approach over the past 20 years. HBR suggests that with proper metric design, both brand building and performance marketing can improve revenue outcomes.
Marketing Roles AI Cannot Replace—and Rising Salaries
According to the Pave report, while AI is replacing many marketing roles, compensation is rising for roles like field marketing that require human interaction.
Why HubSpot’s Latest CRM Moves Are Gaining Attention
HubSpot is strengthening CRM capabilities with advanced attribution tools and AI-powered workflows, expanding its market position.
We hope you find insights in today’s marketing news that your brand can use.
Soulpapa Marketing’s Perspective
Martech tool adoption among domestic marketers has surpassed 70%, and HubSpot has strengthened CRM with attribution tools and AI workflows. Tool sophistication is already at a sufficiently high level.
However, survey results addressing martech operational bottlenecks show that the barrier to converting insights into execution lies not in software but in operational approach. CTV has high attention but fails to close the attribution, measurement, and execution gaps needed to translate into business results. The metric framework HBR proposed for brand and performance, as well as the rising salaries for AI-irreplaceable roles that the Pave report confirmed, all point in the same direction.
Tools have become sophisticated. What remains is for people to judge those tools and make them work within an execution structure. Performance is made by people, not tools.
Frequently Asked Questions
Why do I not see ROI even after investing in many martech tools?
While over 70% of domestic marketers have adopted precision tools like Meta Ads, GA4, and HubSpot, only one in four teams actually demonstrate substantive ROI. The problem is not a limitation of the software itself, but an operational bottleneck preventing insights from being translated into actual execution. Ultimately, what creates the performance gap is not the technology stack but how quickly a team can make decisions and build a structure for repeated execution.
What skills should I develop to earn higher salaries in an era when AI is replacing marketing roles?
According to the Pave report, even as AI replaces many marketing roles, compensation is actually rising for roles like field marketing where direct human interaction is essential. This means capabilities that are difficult for AI to automate—such as building face-to-face relationships, on-the-ground judgment, and contextual communication—become your differentiation point.
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Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/06/22/marketing-news-2026-06-22/
