Doing More with Less: New Technology Tools Democratize Marketing Execution

A new era of franchise marketing is emerging. New AI and technology tools are democratizing marketing execution. Franchise brands aren’t just saying they’re getting smarter; they’re putting real money behind it.

New data from the 2025 FRANdata/International Franchise Association Franchisor Survey shows that 73% of franchisors plan to increase their marketing spend this year, and 75% are ramping up investments in technology. That’s not just budget growth; it’s a signal. Franchisors of all sizes can do more with less. Franchisors are betting on tools and strategies that help them move faster, reach further, and make every dollar work harder than the tools and strategies of the past. This isn’t about doing more of the same; it’s about being smarter, faster, and more integrated than before. 

Forget the obituaries for marketing. What AI killed isn’t marketing; it’s bad marketing, lazy positioning, and bloated content calendars as well as creative teams chasing volume instead of value. This technological shift is liberating in franchising, where budgets are tight and margins are scrutinized.

Even lean franchise marketing teams can deploy AI-augmented go-to-market strategies that drive clarity and conversions. New integrated software tools allow marketing teams to track and analyze responses better than ever before. Marketing has become a surgical discipline that’s measured not by how many people it reaches but by how well it resonates and converts.

Franchise brands are embracing speed as a competitive advantage, thanks to AI tools. Content production, campaign launches, and testing cycles that once took weeks now happen in hours.

But speed without strategy is just noise.

Leaders of the most successful franchise systems understand that rapid execution must be guided by insight. Gone are the days of simple blast campaigns. Success requires market research and good data, allowing you to create targeted messaging to the correct prospects.

In a world of infinite content, brand narrative becomes leverage. Every franchise brand can post, promote, and publish, but only a few can tell a story that only their brand can tell.

The best strategies today start with “why.” Your why connects every messaging touchpoint, from social posts to expo signage, to a narrative that resonates with real prospective franchisees. Whether you’re a family-focused, fast-casual concept or an eco-conscious home services brand, your brand story is your edge.

Technology is bridging the gap between brand vision and execution. Franchise brands are investing in integrated POS systems, kiosks, mobile ordering, CRM platforms, and real-time guest feedback tools that enable continuous improvement. These systems support operations and turn every customer interaction into actionable data.

Franchisors are increasingly forming alliances with tech providers, digital media firms, and cross-industry platforms to expand their reach and amplify their impact. Whether it’s a loyalty integration with a fintech provider or a co-branded initiative with a delivery service, these partnerships don’t just add value; they multiply it. For franchisees, this means gaining access to tools and audiences they could never reach on their own.

Integrated systems align everyone, from the franchisor marketing team to the franchisee, around metrics that actually move the business. Today’s performance dashboards track:

•  Pipeline velocity. How fast are prospects moving through the funnel?
•  CAC efficiency. What’s the true cost of acquiring a customer?
•  Sales team enablement. Are tools and messaging improving close rates?

These metrics drive smart marketing spend, sharp operations, and improved experiences. When technology, operations, and marketing are aligned, the result scales effortlessly across the franchise system.

In this new era, franchise success isn’t based solely on a department. It’s the outcome of everything working together: smart marketing, tight operations, and a tech stack built for speed and scale. Going forward, the brands that thrive will be the ones that don’t just chase prospects and customers but speak to them with clarity, purpose, and precision.

Paul Molinari is the founder of Popcorn GTM and a seasoned marketing strategist with more than 20 years of experience driving growth for leading brands across tech, hospitality, and consumer industries. Formerly head of marketing at CrunchTime, he’s known for building high-impact go-to-market strategies that deliver measurable results. Visit popcornmgtm.com to learn more.

As COO of FRANdata, Paul Wilbur is instrumental in building the research and consulting framework at FRANdata. He plays an integral role in the strategic development of FRANdata’s suite of franchise solutions. Nearly a 20-year veteran at the company, he is the franchise business model expert and plays a key role in fostering strategic advisory relationships with some of FRANdata’s biggest clients.