Why is influencer marketing still managed through spreadsheets in 2026?

One thing that surprised us while building Dreabee was how much influencer marketing still relies on spreadsheets, screenshots, and multiple disconnected tools.

Brands are spending larger budgets than ever on creator marketing, yet many teams still struggle to answer basic questions:

• Which creators are actually driving results?
• What competitors are doing?
• Which sponsorships are working?
• Where should budgets go next?

For teams running influencer campaigns today, what's the biggest challenge you face when making creator marketing decisions?