Is marketing technology entering a post-platform era?

Integration Ecosystem for Marketing Technology and More

One of the points I raised when we released the 2017 marketing technology landscape was that “the platformization of marketing technology” was now fully underway. Heterogeneous marketing stacks have become the norm. Even if many of the integrations between different marketing technologies in a stack are still relatively “shallow” — i.e., passing around fairly lightweight […]

Struggling through the 5 stages of martech? Let’s learn together

The 5 Stages of Martech

Okay, I admit it. I’ve just been waiting for an excuse to post this “5 Stages of Martech” chart. These stages were originally slides in the opening keynote at MarTech San Francisco back in May, when we unveiled the 2017 marketing technology landscape. I figured a little comic relief was in order as we contemplated […]

Is winter coming for martech? Or just for martech VCs?

Martech Funding Models

For the past 7 years that I’ve been tracking the growth of the marketing technology landscape, I’ve been hearing prophecies of its consolidation. I’ve been quick to acknowledge that’s a possibility, probably an inevitable one. In fact, if you look at the distribution of revenue across martech companies today, you can argue it’s already happened. […]