Consolidation has largely defied the marketing technology ecosystem. For every acquisition and merger over the past 10-15 years, a plethora of fresh-faced players has sprung up, bringing disruption and new must-have martech categories with them.
But martech bloat, dissatisfaction with the status quo, a burning desire for simplification, skills shortages and ongoing economic pressure are leading us finally into an age of martech rationalisation.
That’s the view of martech luminary and HubSpot VP platform ecosystem, Scott Brinker, who caught up with CMO to discuss the state of play across martech right now and why more and more brands are finally beginning to rationalise their ecosystems.
As can be seen through the annual martech lumascape from Chiefmartech and MartechTribe, the number of marketing technology solutions available in 2022 swelled to more than 10,000 solutions. It’s creating a minefield of options for marketing teams to try and choose from.
According to Martech’s research, this is now resulting in more organisations looking to invest in alternative platforms and solutions. Marketing automation, CRM, SEO, email marketing and work/project management apps are among the most frequent to be replaced.
Yet just swapping one tech for another isn’t necessarily solving the problem. What Chiefmartech’s research also shows us is technology integration is rising as a key criterion in the martech decision-making process.
In this exclusive interview with CMO, Brinker talks about the rising martech ‘cancel culture’, where bloat is most commonly found when it comes to marketing technology, and where he sees the most impactful innovations coming into play.
CMO: Why do you believe we’re entering the age of ‘martech cancel culture’?
Scott Brinker (SB): There are couple of things going on here. The folks at Chiefmartech over the past three years…
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