Why Most Brands Buy Martech and Never Actually Use It

On this episode of ChaiNet, we sit down with Burak Karabulut, co-founder of Boost Up Solutions, a consultancy that helps brands actually get value from the martech they’ve already paid for.After four and a half years at Insider Turkey’s first software unicorn, Burak watched brands sign six-figure deals, get excited about flawless demos, and then fail to use the platform three months later. That gap between buying and using became the foundation for his own company.Key insights from the conversation:* How expensive martech ends up unused, and who owns the failure.* What separates brands that get value fast from those that never do?* Why vendor case studies rarely match a brand’s actual situation.* How Boost Up delivers implementation faster than in-house teams.* What AI features brands buy but never turn on.* What Indian D2C brands are about to get wrong as they spend big on martech.If you’re sitting on a martech stack that isn’t delivering this one for you.Listen to Burak Karabulut on ChaiNet now. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit chainet.substack.com