Energized Sales Growth - B2B Strategy & Actions - AI for Business Development Partnerships
We are lucky that Scott and Frans are unnaturally obsessed with the value of MarTech on your business and society. Here is a summary of their "State of Martech 2024" ... The 2024 Martech Landscape includes 14,106 products, a 27.8% increase from the previous year. Since 2011, the martech industry has grown by 9,304%, with a 41.8% CAGR. Despite expectations of consolidation, the martech landscape continues to expand. Consolidation is happening, but at a slower pace than expected. The martech industry follows a "long tail" distribution: - A small number of large companies at the head (e.g., Adobe, Google, HubSpot) - Hundreds of mid-sized companies in the "torso" - Thousands of startups and specialist products in the "long tail" New software ventures are entering the market faster than exits occur. The Fusion of Software and Services AI is accelerating the trend of blending software and services. Small software companies are increasingly resembling service businesses. The distinction between software and service companies is becoming blurred. Tech Stack Rationalization Companies are taking a more disciplined approach to managing their tech stacks. Tech stacks have decreased in size by around 10% on average. However, even small businesses still maintain large numbers of apps (162-217 on average). Composability in Martech Composability is becoming a key feature in martech stacks. It allows for flexible combination of data, services, and functionalities. AI is making composability more accessible to non-technical users. Martech Stack Composition Most organizations use multiple platforms in their martech stacks. Common components include Marketing Automation Platforms (88.1%), CRM (84.5%), and Analytics/BI platforms (69.1%). This report highlights the the ongoing tension between consolidation and innovation. It also underscores the growing importance of composability and AI in shaping the future of marketing technology. See my take on COMPOSABILITY at: https://lnkd.in/ea5PDk5t
It's released! The new Martech for 2025 report by Frans Riemersma and myself has shipped. It’s 108 pages of our latest research and analysis of what’s actually happening with marketing technology in the maelstrom of AI madness. No heaps of hype. Just hard data and a hopefully helpful framing of the facts. You can pick up a free copy here: https://lnkd.in/eTqKv3WM The centerpiece of our report is one of the most in-depth studies of gen AI use cases in marketing today. It’s changing quickly, but this is a snapshot of over 50 marketing use cases, with data on which are being used frequently or infrequently — and for which use cases are marketers leveraging embedded AI in existing platforms or turning to new AI tools. Yet there’s more AI happenings beyond commercial SaaS products in the martech landscape. There’s the new model of “service-as-a-software” — a clever play on the SaaS acronym. Instead of paying for seats or compute/storage use, where it’s up to the buyer to wield those tools successfully to achieve the outcomes they’re seeking, a new generation of AI agents are being offered on a cost-per-outcome basis. But the even bigger change we see is the explosion of custom apps being created with explicit — or more revolutionary implicit — software development with AI co-pilots and agents. This is the AI-ification of low-code/no-code capabilities that have been empowering IT, marketing operations professionals, and “citizen developer” power users to build their own specialized apps and automations. And then there's AI agents that will build software programs at the behest of users — without those users even realizing it! The report also includes fascinating interviews with expert leaders from the five sponsors who supported our research over these past five months: Chris O'Neill, CEO of GrowthLoop "End-to-End Marketing on Your Data Cloud with AI" Tejas Manohar, CEO of Hightouch "Why the Next Wave Beyond CDPs is AI Decisioning" Greg Brunk, Head of Product at MetaRouter "A CDP's Best Friend: 'Shifting Left' Data Quality" Sara Faatz, Director, Technology Community Relations at Progress "Lessons of Composability for Marketing Operations" Jonathan (Jon) Moran, Head of Martech Solutions Marketing at SAS "Filling the Gaps in Governance for Generative AI" A few good hours of martech reading awaits you. As does an amazing 2025 ahead! #martech
VP Platform Ecosystem at HubSpot and Editor at chiefmartec.com
2wThanks, David!