Scott Brinker of HubSpot, Chiefmartec.com & MarTech conference series delivered this session at the MarTech Festival, 16th November, London. #MarTechFest

1. Scott Brinker
@chiefmartec
The State of Marketing
Technology 2017/2018

2. Program Chair
Editor
VP Platform Ecosystem
Author
Scott Brinker Previously
Co-founder & CTO

15. 5,381 solutions
39% growth
4,891 unique
40% growth
Only 4.7% of solutions from the 2016 landscape were removed
(another 3.5% changed name or category).

22. vs. vs.

45. marketing technology products
revenue/marketshare The “Long Tail” of Marketing Technology
a few $1 billion+ giants
dozens to hundreds of
$100 million+ leaders
thousands of < $100 million
niche innovators, vertical
specialists, and new
challengers
This looks like the classic
distribution of choices in
an open digital platform.

46. Best-of-Breed Marketing Technology Stacks
Dominate the Market Today
> 2X more popular than single-vendor suites

48. @chiefmartec

49. @chiefmartec

50. @chiefmartec

51. 1. DENIAL
This is the marketing
department, not IT.
We don’t need a
stack of software.

52. 2. ANGER
I really hate the
bastard who keeps
making these
landscapes.

53. 3. BARGAINING
How about if I just
buy everything from
one marketing
cloud vendor?

54. 4. DEPRESSION
We’re never going
to get this to work
— this is why CMO
tenure is so short!

55. 5. ACCEPTANCE
This is the state of
marketing today,
and it’s actually
pretty cool.

56. 98% of these marketing
technologies are focused
on web, mobile web, and
mobile app touchpoints

61. Explosion of new digital touchpoints & platforms.

63. THE GREATEST
MANAGEMENT
CHALLENGE
OF THE
21st CENTURY

64. time
change

65. time
change
Martec’s Law
Technology changes quickly;
organizations change slowly.

68. PEOPLE PROCESS
TECHNOLOGY

69. Do you have someone
explicitly in charge of
marketing technology?

74. PEOPLE PROCESS
TECHNOLOGY

75. time
change
Martec’s Law
Technology changes quickly;
organizations change slowly.

76. time
change
Martec’s Law
Technology changes quickly;
organizations change slowly.

80. Core
Edge
Bimodal
marketing
Many
innovations
are explored
on the
edge.
Only a few
are scaled
into the
core.
70%
30%
Majority of
investment
allocated to
the core,
but wider
exploration
on the
edge.

81. PEOPLE PROCESS
TECHNOLOGY

90. Editor
http://chiefmartec.com
sbrinker@chiefmartec.com
Twitter: @chiefmartec
Email me at:
Program Chair
http://martechconf.com
VP Platform Ecosystem
http://www.hubspot.com