Is your entire martech stack becoming one big virtual “platform”?

Martech Stack Virtual Platform Layers Landscape

The Great App Explosion can’t be stopped. But it can be harnessed. A couple of years ago, I proposed a model of 4 layers of app integrations with SaaS platforms. Advocating for better integration, for marketing apps in particular, I pointed out that not all integrations are equal. They vary significantly in how deeply they’re […]

Wait, more martech tools create more manual tasks?!

More martech tools create more manual tasks?

The good team at Airtable, whom I featured in my MarTech keynote, Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker, recently published the Airtable Marketing Trends Report based on a survey of 300 marketing leaders. This was their overview summary: Despite investment in tooling and processes, marketers aren’t operationally equipped […]

There are as many European-based martech products today (3,647) as there were globally in 2016

2021 European Martech Landscape Supergraphic

I remember the mad rush to finish the 2016 marketing technology landscape five years ago, just in time to present it for my opening keynote at that spring’s MarTech conference in San Francisco. In the previous years — 2011, 2012, 2014, and 2015 — the landscape had grown exponentially, from 150 solutions to just under […]

212 event-related martech companies. Make that 268. Wait, no, 316…

Event-Related Martech: How It Started, How's It Going

I still remember fondly my young and innocent days a decade ago when I created the first marketing technology landscape. It categorized ~150 martech solutions — which at the time seemed epic in scale. “This must consolidate!” Ah, such innocence to the future of cloud dynamics. Last year, the martech landscape was up to 8,000 […]

A blossoming martech platform: IDC sizes the HubSpot ecosystem at $6.4 billion this year, $12.5 billion in 2024

HubSpot's Platform Ecosystem Market Size

Our business model fundamentally is about creating more surplus outside us. We will only be long-term successful if people are making more money around us. That quote from Satya Nadella, CEO of Microsoft, from a few years ago, resonates deeply with me. I don’t think it’s a coincidence that Microsoft is now a $1.7 trillion […]

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

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

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 […]

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

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

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 […]

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

Salestech Investments for 2021

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 […]

51 martech stacks shared in the 2020 Stackie Awards, beautifully illustrated examples of modern marketing toolsets

MarTech Stackies 2020: 51 marketing stacks

This is the 6th year that we have run The Stackies as an awards contest that invites marketers to send in a single slide illustrating their marketing stack — the collection of martech tools they use and the way they conceptualize them together as a whole. Although we award trophies for a few winning entries […]

Integration is by far the most important criteria when selecting martech — and it’s changing the industry

Integrated Multi-System Architectures Taking over Martech

The CDP Institute released their latest State of Customer Data report last week, and it revealed an important milestone in the martech industry: For the first time ever, the majority of participants (52%) described their martech stack as an integrated, multi-system architecture. In others words, most marketers reported having a best-of-breed stack — with many […]