October 2022

At many companies — but not all — their martech stack has become too complex. Aside from the anecdotal evidence that I frequently hear on LinkedIn and Twitter threads, Gartner’s most recent Marketing Technology Survey frames the problem quantitatively: on average, the 324 enterprise marketing technology leaders they surveyed reported that only 42% of their martech capabilities are being used. That’s down from 58% utilization in 2020. You only need two points to draw a …

When is a martech stack too complex? Continue Reading »

One of the perennial criticisms of the martech landscape is that “most of these products all do the same thing.” Send an email. Render a web page. Analyze some data. This criticism has grown louder in proportion to the growth of the landscape. With an increasingly exasperated tone, people ask, for example, “What’s the point of hundreds of CRMs or marketing automation tools? They’re all just storing the same customer fields and mail merging them …

Why there are 10,000 martech products that “kinda all do the same thing” (but not really) Continue Reading »