Humans of Martech reposted this
𝗪𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗿𝗲𝗻𝘁 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗳𝗿𝗼𝗺 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗲𝗹𝘀𝗲? “Service-as-a-Software” is becoming more than a trendy concept for in-house teams and agencies. The prediction is that, in the next 3-5 years, marketing services could become more ‘software-like.’ Agencies wouldn’t just offer strategic support—they’d provide clients with platforms, dashboards, and tools to enable more autonomous, data-driven decision-making. The idea of 𝗚𝗧𝗠 𝗧𝗲𝗰𝗵 𝗦𝘁𝗮𝗰𝗸𝘀 fits right into this vision. It also clicks with some of the stack composability trends Phil Gamache has been exploring on Humans of Martech, which I’ve been keeping an eye on. Here’s the gist: ⤷ Instead of asking clients to invest in new platforms, agencies provide campaign-specific technology as part of their service fees. ⤷ These tools, selected based on the client’s needs, plug right into their existing stack—removing the hassle of adoption or management, especially for apps used exclusively for campaigns, testing hypotheses, or achieving quick wins. ⤷ The focus shifts to what really matters: deliver the outcome, without getting bogged down by the tools, processes, or ownership details behind it. ✅ Pros: Clients get immediate access to the right tools without the hassle of implementation, training or long-term investment (this can always be done at a later stage if needed). ❌ Cons: Obviously clients become more dependent on the agency, with a potential transition needed for these tools if the relationship ends. 𝗜𝘀 𝗳𝘂𝗹𝗹 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗮 𝗻𝗼𝗻-𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂?
There’s a segmentation thing: I don’t think all of this can be applied in all sizes and verticals the same. What you describe as benefits can be framed as risks in Enterprise. Another comments talk about “moving data”… data is a big problem and headache even staying quiet… I see the movement as decreasing quality and increasing risk: you fire one agency and you need to migrate your data towards the new one… you’d better have fast lawyers. Lastly, the scale and commitment that are involved in large software deployments are a joint effort between large clients and vendors: who will pay for that? The agencies? I see this as a niche thing removing the platforms logos you show in the chart and at SMB level. Wait…. It is already working like that at that level.
The question here becomes: if agencies are now essentially repackaging software, or middlemen, then why use them at all? Particularly as the cost of building, running, and buying software goes down?
interesting.. how do the data engineers move data around in this setup?
This feels like it will serve the agency more than anyone else. Also not sure how it seamlessly plugs in without the integration effort. Manual hand offs?
The only one that's super odd to me is the reporting one. I can't think of a company that shouldn't own their own data visualization tool for ALL their data. It's like not owning the warehouse that should feed it as well.
Damn this is a super neat concept Agustín Rejón a few years ago I would’ve brushed this off and said it was impossible because of the time required to implement new platforms… and I think part of that argument stands but if you’ve built your stack warehouse-first, it is a lot easier… at least in theory. Would have to try it haha
Love this Agustín Rejón!!!- You're my people! We saw this too and focused our effort on the composition UX/CX and operations. Ops is a big deal because agencies aren't proficient in onboarding, UX, CX, dev ops, and subscriptions. We call it BPaaS - Business Process as a Service. And any combination of individuals can compile them and be an LLC. About "ReadyStacking" ... it's built and ready BAHG:: A single point where everything and everyone in the private ecosystem is pulling on the same rope. PLG format. ReadyStack Ecosystem -> Components & Participants: - awareness media (YouTube playlists, LinkedIn networking, tutorials, affiliate marketing) -> ops strategist - lead designer (agency/fractionals) -> solutions providers - apps SaaS) -> service providers (agency/fractionals) -> adapters - refine stacks to product markets and constant improvment -> affiliates - spread the word for 40% of ReadyStacking fees. *ReadyStacks benefit SaaS providers' existing affiliates. -> consumers - single stop, surrounded by TLC, process education, and cash back for sharing their stack. (harness CLG) -> Podcasters / YouTubers - Adding a way to execute to advice. We should connect!
Is this describing a more outsourced arrangement of the marketing team rather than a marketing team investing in its own tech and procuring creative, production and media services … as tech/service/outcomes become aggregated and intertwined it definately feels like you only get the most out of those who bring the tech and the services (and it’s not just in marketing)
GTM Strategy & MarTech at Velocity Partners | Founder martechbase.com
3dCheck out the updated version of this chart here: https://www.linkedin.com/feed/update/urn:li:activity:7275539128228704256/