Scott Brinker

The Martech Show Episode #12: Martech Wars on the Web

March 13, 2021 / Marketing Software / By Scott Brinker / Leave a Comment

On its surface, the martech landscape graphic I’ve produced for the past decade has limited insights to offer. If you observe that (a) “there are a @&#$% of martech solutions” and (b) “the overall martech field is growing, not shrinking” you’ve pretty much got the main takeaways. See platform dynamics driving martech app expansion and consolidation explained in one (relatively) simple model for my current best answer as to “why?!?” that is the case. But …

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Don’t miss the FREE MarTech conference online next week, March 16-17

March 8, 2021 / Marketing Management / By Scott Brinker / Leave a Comment

It’s been a few weeks since I’ve posted, as I’ve been heads down working on my keynote for the upcoming MarTech conference. It’s all about “no code” for marketers, and I’m seriously looking forward to sharing it with you: KEYNOTE — Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker Faster than a filed ticket! More powerful than a freelance engineer! Able to launch apps and workflows in a single click! …

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The Martech Show Episode #11: The Great Unbundling with Benedict Evans

February 15, 2021 / The Martech Show / By Scott Brinker / Leave a Comment

The Martech Show is back! Our latest episode is an interview with Benedict Evans, tech and media analyst extraordinaire, talking about his latest presentation, The Great Unbundling, and what it means for marketers and martech. Here’s a transcribed excerpt from Benedict explaining how the “The Great Unbundling” breaks the traditional silos of the different budgets connected to customer relationships: How does somebody get the thing? Is it a shop? Is it delivered? Do you collect …

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More evidence that the Golden Age of Salestech has arrived

February 8, 2021 / Marketing Management / By Scott Brinker / Leave a Comment

Just last month, I wrote that salestech is the new martech, and that it’s supercharging both professions. Here’s more data to support that case. First, the 2021 Enterprise SalesTech Landscape above, produced by Nancy Nardin of Smart Selling Tools, was released last week. It now features 1,078 solutions across 45 unique categories. It reminds me of when the 2014 Marketing Technology Landscape hit ~1,000 companies. It was a real inflection point in the martech industry …

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No code app creators, startups, and the future of enterprise marketing

February 6, 2021 / Marketing Management / By Scott Brinker / Leave a Comment

Bubble is one the leading no code platforms for building web apps. The team at Blue Green and I dabbled with it a bit for producing The Martech 5000 online database last year, and I was impressed by its power and flexibility. (For a richer example of what can be built, check out Martechbase, built entirely in Bubble by the amazing Agu Rejón, head of marketing technology at Velocity.) Bubble recently published a No-Code Census …

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Are stacks expanding? Yes. Are they best-of-breed? Yes.

January 30, 2021 / Marketing Software / By Scott Brinker / Leave a Comment

It’s been my opinion, expressed in numerous editorials — hey, that’s what op-ed means! — that business technology stacks (and martech within them) are expanding and that they are increasingly “best-of-breed,” incorporating more apps and services built by many different companies. (It’s also my opinion that those best-of-breed apps increasingly orbit foundational platforms. But that’s an op-ed for a different day.) But as they say, opinions are like, um… well, let’s just say everybody has …

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The Number of Apps in Business Stacks (including Martech) Are Consistently Increasing

Any CMO who wants to understand how to really harness martech should read this book

January 18, 2021 / Marketing Management / By Scott Brinker / Leave a Comment

Hot off the presses, I just read Ask Your Developer: How to Harness the Power of Software Developers and Win in the 21st Century by Jeff Lawson, founder and CEO of Twilio. It is, by far, the best book I’ve read explaining the real dynamics of modern software to business executives. The core premise: in a digital world, every company is a software company. Which means every company must get really good at building software. …

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Code to Configuration: Everyone a Software Person

Salestech is the new martech, and it’s supercharging both professions

January 11, 2021 / Marketing Software / By Scott Brinker / Leave a Comment

Salestech is hot. Nancy Nardin of Smart Selling Tools has been tracking sales technologies the way I’ve been tracking the martech landscape. Her latest map of salestech reveals hundreds and hundreds of vendors in the space, organized into a couple of dozen categories. And as with my martech landscape, it’s not even complete. I personally know dozens of great salestech companies that aren’t included. (Nancy: I empathize with all the emails you surely must receive …

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What a TikTok musical teaches us about the power of “no code” citizen creators

January 4, 2021 / Marketing Management / By Scott Brinker / Leave a Comment

Anyone can cook. Anyone can create. In August of last year, Emily Jacobsen, an elementary school teacher, posted a musical ode to Remy, the talented rat chef star of Disney-Pixar’s Ratatouille, on TikTok. “Remy, the Ratatouille, rat of all my dreams!” It caught the attention of Daniel Mertzlufft, a composer and arranger, who orchestrated her mini-song in the style of a grand “Act Two Finale” from a Disney musical and posted it back. Suddenly, the …

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Martech 2030 Conclusion: The Age of the Augmented Marketer

December 22, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 7. Each of these five trends in marketing technology and operations on their own will have …

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