touchpoint.systems, a Brisbane-based marketing systems company, highlights research showing that fragmented marketing technology stacks cost businesses 20-30% of annual revenue, often undetected. The company offers platform-agnostic integration and attribution solutions to connect existing tools and provide a unified view of marketing performance.
-- PRESS RELEASE
FOR IMMEDIATE RELEASE
touchpoint.systems
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BRISBANE, Australia — 30 July 2026
touchpoint.systems highlights the hidden cost of disconnected marketing stacks for Australian businesses
touchpoint.systems, a Brisbane-based marketing systems company, has drawn attention to industry research showing that fragmented marketing technology stacks are causing significant, measurable revenue losses for Australian businesses — losses that remain largely invisible without end-to-end attribution.
touchpoint.systems, a Brisbane-based integrated marketing systems company, has highlighted research indicating that the fragmentation of marketing technology (MarTech) stacks is costing businesses between 20 and 30 percent of annual revenue — a loss that typically goes undetected because the disconnected systems generating it are also the ones responsible for measuring performance.
The scale of the problem has grown alongside the MarTech industry itself. The number of distinct marketing technology solutions available globally has expanded from approximately 150 in 2011 to 15,384 in 2025, according to industry analysts. Despite that proliferation, marketing teams report actively using only 49 percent of their stack's capabilities on average, and only 23 percent of business-to-business (B2B) marketers report having fully integrated data flows that operate without manual intervention.
The operational consequences are material. Research indicates that 65.7 percent of marketers identify data integration as the leading barrier to achieving value from their technology investment. Marketing teams in fragmented environments spend a disproportionate share of their time manually reconciling data between systems — time that comes directly at the expense of strategic and revenue-generating activity. For a business turning over $10 million annually, a 20 to 30 percent revenue impact from disconnected sales and marketing data equates to between $2 million and $3 million in foregone income each year.
For Australian businesses in particular, the stakes are amplified. Australian small and medium enterprises (SMEs) allocate an average of only two to three percent of total revenue to marketing, according to local industry data — leaving substantially less margin for inefficiency than their larger counterparts. In that environment, undetected waste in marketing spend is not a minor operational issue; it is a constraint on growth.
"The core problem is that disconnected tools produce disconnected data, and disconnected data makes it impossible to see what is actually driving revenue," said Tony Gavin, founder and director of touchpoint.systems. "Businesses often know their marketing isn't working as well as it should, but they can't pinpoint why, because the system they'd use to investigate the problem is the same fragmented system causing it."
touchpoint.systems addresses the issue through stack interoperability, connecting a business's existing CRM (customer relationship management) platform, advertising tools, analytics systems, email, social media, and sales data into a single integrated environment. Attribution modelling is applied across every customer touchpoint, with outputs delivered through custom data visualisation dashboards that give business owners and their teams a unified view of what is driving enquiries and sales.
The company's approach is platform-agnostic: rather than replacing a client's existing tools with new technology, touchpoint.systems works with what is already in place, resolving the integration failures that prevent those tools from delivering their full value.
Gavin, who brings more than 20 years of experience in digital marketing to the company, including 14 years as founder and chief executive of ROI Media, a Hong-Kong based digital marketing agency, said the pattern of fragmentation-driven waste had been consistent across the businesses he had worked with throughout his career.
"The businesses that have the clearest view of their marketing, where every tool talks to every other tool and every dollar of spend is traceable, are the ones that grow most predictably. Connectivity is the foundation everything else is built on."
touchpoint.systems launched in Brisbane in 2026. Further information is available at https://touchpoint.systems/.
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Media Contact
Name: Tony Gavin
Company: touchpoint.systems
Email: tony@touchpoint.ltd
Phone: +61 406 764 555
Address: 2 Benson Street, Toowong QLD 4066, Australia
Media Room: https://media.touchpoint.systems/
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About the company: touchpoint.systems is a Brisbane-based marketing systems company that builds data-led, integrated marketing systems for businesses ready to replace guesswork with evidence. The company connects every customer touchpoint — from first impression to repeat purchase — into one accountable system, measured by the revenue it delivers. Further information is available at https://touchpoint.systems/.
Contact Info:
Name: Tony Gavin
Email: Send Email
Organization: touchpoint.systems
Address: 2 Benson Street, Toowong QLD 4066, Australia
Phone: +61 406 764 555
Website: https://touchpoint.systems/
Release ID: 89199809
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