Scott Brinker

Channel, partner, and ecosystem tech is one of the hottest categories in martech today

Jay McBain, formerly of Forrester and now with tech analyst firm Canalys, is the world’s leading expert in partner, channel, and ecosystem technology. Where I’ve gone broad with the martech landscape, Jay has gone deep with his own ecosystem tech landscape. He recently released his 2022 Channels Ecosystem Landscape, shown in the image above but discussed in more detail in his accompanying release write-up. I first came across Jay’s work with his 2017 landscape, where …

Channel, partner, and ecosystem tech is one of the hottest categories in martech today Continue Reading »

2022 Channels Ecosystem Landscape

The 2nd Age of Martech has arrived, and it’s all about convergence in ecosystems

In 2019, I hypothesized that we were on the cusp of a Second Golden Age of Martech. The defining characteristic of this new era was a shift from dichotomies to convergences: From suite vs. best-of-breed to integrated platform ecosystems From software vs. services to blended delivery models with both From build vs. buy to customization on top of commercial platforms Instead of being forced to choose between X or Y — which was never fun …

The 2nd Age of Martech has arrived, and it’s all about convergence in ecosystems Continue Reading »

1st to 2nd Ages of Martech

Are we “digital” yet? An algorithmic answer to a philosophical question

“We’re entering a post-digital-transformation era, where companies are no longer planning to become ‘digital.’ They are digital.” I didn’t think that was a particularly controversial statement, which I wrote back in April while working on this year’s martech landscape. It’s hard to inventory all of the ways in which technology is now embedded in marketing and not conclude that we’re past the “we should probably go digital someday” stage of things. But with a study …

Are we “digital” yet? An algorithmic answer to a philosophical question Continue Reading »

Is marketing digitally transformed yet?

Think the martech landscape is big? Here’s the size of the software industry overall

Over the 11 years that I’ve been publishing the martech landscape, as it mushroomed from ~150 solutions to ~10,000, I’ve seen many people react to it as an anomaly. “What is it about marketing that spawns so many software apps? Surely no other profession has to deal with such sprawl!” To which software review site G2 responds in this article, “Hold my beer.” While there are certainly dynamics specific to marketing that feed the frenzy …

Think the martech landscape is big? Here’s the size of the software industry overall Continue Reading »

Martech and Other Software Landscapes

Marketers keep replacing major martech apps, integration #1 factor for replacements

My friends at MarTech.org recently released their latest Martech Replacement Survey 2022, where marketers shared which apps they’ve replaced over the past 18 months, what their primary motivation was in doing so, and what were their most important factors in choosing the replacement solution. Marketing automation (24%), CRM (23%), SEO (23%), email marketing (22%), and work/project management (19%) apps were the most frequently replaced. As I highlighted in blue in the chart above, the #1 …

Marketers keep replacing major martech apps, integration #1 factor for replacements Continue Reading »

Integration is #1 Factor in Replacing Martech Apps

What are we automating in marketing and martech in 2022, and who is automating it?

Apologies for the lull in posting. I took a long, much-needed family vacation — almost entirely digital-free. I’m now back in the saddle, recharged and reenergized about all that’s happening in martech. With a huge backlog of cool things to share with you. Here’s the first… Enterprise automation company Workato (disclosure: I’m an advisor to them) recently released their 2022 Work Automation Index. It’s not a survey, but rather the aggregated data from 900 of …

What are we automating in marketing and martech in 2022, and who is automating it? Continue Reading »

Who Builds Automation? IT or Business?

The latest data on martech and marketing ops careers, and an ode to spreadsheets

Half of martech and marketing ops professionals received a promotion in the past year. More accurately, half of the 426 respondents to our 2022 Martech Career Survey, run in collaboration with the team at MarTech.org, reported receiving a promotion within the past 12 months. But still, that’s impressive, and speaks to the incredible growth and demand for talent in this field. Overall, salaries grew 23% since the last time we surveyed them in 2019. These …

The latest data on martech and marketing ops careers, and an ode to spreadsheets Continue Reading »

2022 Martech Career & Salary Survey

Have we entered a post-agile marketing age?

Catching up on my backlog of data and topics from before #MartechDay earlier this month — which featured the 2022 marketing technology landscape and the 2022 Stackies — the top of my list is the latest State of Agile Marketing report from AgileSherpas. As always, this is a terrific, comprehensive report on how and why agile methodologies are being used in marketing. You can see from the chart above that agile has found its way …

Have we entered a post-agile marketing age? Continue Reading »

Agile Marketing Activities

32 illustrated martech stacks entered in The Stackies 2022: Marketing Tech Stack Awards

Yesterday — #MartechDay, yay! — we released the global 2022 marketing technology landscape, after taking a year off in 2021. It grew a remarkable 24% to 9,932 solutions. To make it readable, we actually made it fully interactive at martechmap.com, where you can search, filter, zoom, and more. It’s pretty wild. But despite its mind-boggling scale, the martech landscape has always been a sidebar to the real story of how technology is changing marketing. The …

32 illustrated martech stacks entered in The Stackies 2022: Marketing Tech Stack Awards Continue Reading »

The Stackies 2022: Marketing Tech Stack Awards

Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com

It’s #MartechDay! I’m delighted to finally share with you the 2022 marketing technology landscape, a joint production between myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Here are the key things you want to know: The number of solutions is now 9,932 — up 24% from 2020 Here is a slide version of the image you can use in decks and content Here is a high-res PDF you can use …

Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com Continue Reading »

2022 Marketing Technology Landscape (MartechMap)

Want to Receive New Articles by Email?

Subscribe to our newsletter to receive our latest articles directly to your inbox!

Subscribe

This field is for validation purposes and should be left unchanged.