Marketing Technology May Never Consolidate (But That's a Good Thing)
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You’ve surely seen those eye charts trying to organize hundreds of marketing technology vendors by category. There are the iconic Lumascapes by Terence Kawaja. And there’s my own Chiefmartec.com marketing technology landscape, which last year organized 3,874 martech solutions on a single slide. (Spoiler alert: the upcoming 2017 edition will have more.)
These charts provoke a visceral reaction of shock (“How can there be so many?”) followed by fear, uncertainty and doubt (“How do I pick the right ones?”). One marketing executive referred to my landscape as a kind of graphic horror novel for CMOs.
Instinctively, perhaps as a coping mechanism, most people conclude that a martech marketplace of such scale is unsustainable. It’s bound to consolidate, and soon. And then, thank goodness, we will have a manageable number of marketing software choices.
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