January 2022

Last year, I wrote about a pattern of aggregation platforms growing in martech stacks. The two key characteristics of an aggregation platform: It centralizes a cross-departmental capability (e.g., a cloud data warehouse). It grows in value as you connect more apps in your stack to it. That second point is important, and not only for […]

Today, HubSpot announced a milestone of more than 1,000 integrated apps featured in the app marketplace for its CRM platform. The call to better integrate martech is being heard. As you may know, I joined HubSpot a little over four years ago to help grow its platform ecosystem. So I’m delighted to see this momentum

As an “armchair analyst” in martech, my favorite content comes from stack “aggregation” platform companies who publish the data of what their customers are actually doing. Unlike surveys that can be wildly biased and imprecise, aggregated usage data is empirical truth, straight up. Like the martech landscape, you can argue “why” and “where next,” but

Hello, 2022! Or document.write(“Hello, 2022!”) to those still in codeland. Following my wrap-up of martech from 2021 — tl;dr a year in digital marketing that was experienced like a Twitch stream at 1.5X speed — let’s jump in to the martech topics I expect will shape 2022. Now, it’s true, I’m generally quite skeptical of