Proof of platform: SaaS companies have a median of 15 integrations each — app platforms have 500+

SaaS Integrations: Apps and Platforms

As Forrest Gump might say, “Platform is as platform does.” Pandium, a fascinating kind of app-marketplace-as-a-service company, released a State of Product Integrations at the SaaS 1000 report this week. They examined integrations, public APIs, and “app centers” offered by the 1,000 fastest growing SaaS companies from 2019. Their analysis provides empirical evidence for two […]

How platform dynamics explain The Second Golden Age of Martech

Second Golden Age of Martech: App Platform Spectrum

About a year and a half ago, I wrote about 3 Trends Driving the Second Golden Age of Martech: Ecosystems, Experts, and (Citizen) Engineers. These are the big themes that I believe will shape the next decade of marketing technology: Ecosystems — instead of marketing cloud suites vs. best-of-breed point solutions, we will have the […]

Reflections on agile marketing by leading practitioners and analysts

Reasons for Adopting Agile Marketing (2020)

The following is a guest post curated by Andrea Fryrear of AgileSherpas, sharing reflections from leading agile marketing practitioners and analysts on the findings from her latest State of Agile Marketing report. As we learned in the 3rd Annual State of Agile Marketing Report, there are lots of different manifestations of marketing agility. Most marketers […]

Platform dynamics driving martech app expansion and consolidation explained in one (relatively) simple model

SaaS Platforms and Apps as a Long Tail

Last month, I published the latest marketing technology landscape. It grew yet again, defying many a pundit’s prior prediction, swelling to 8,000 martech solutions. Upon its release, two things immediately happened: A bunch of people insisted it would consolidate dramatically. A bunch of companies emailed me to complain they weren’t included. The irony of those […]

Forget the Martech 5000. Try the Martech 500 Million.

Digitally Transformed Companies Contribution to Worldwide GDP

Okay, there aren’t really going to be 500 million martech apps by 2023. And if there were, we certainly wouldn’t attempt to map them in a martech landscape. (Crikey, that’s a nightmare that will haunt me in the dark of night.) But according to IDC in their IT Industry 2020 Predictions, “over 500 million digital […]