Technology marketing toolkit roadshow software#
Technology marketing toolkit roadshow download#

Technology marketing toolkit roadshow software#

Will that shink the commercial martech landscape, as more software becomes custom composed within companies? Or will it expand the landscape with a whole new generation of martech “products” - such as a massive wave of components that can plug-and-play into these composable stack architectures? Equilibrium seems near.Īnd yet, as I discussed the other week, the inflection point we’ve hit with AI-generated “software” - taking a broad and loose definition of software as any kind of digital app, experience, or workflow - has the potential to dramatically upend the dynamics of the whole industry over these next few years.

(“You get a martech company! And you get a martech company!”) The rate of growth has already slowed by an order of magnitude, from 100% year-over-year to just a hair over 10%. We can safely say the upper limit on martech solutions is well below the population of the planet. While competition grows and economic pressure rises - both forces that should lead to greater compression of the landscape - barriers to entry for software products continue to fall and the size of the underpenetrated portion of the market for many of these capabilities remains tantalizingly large. But the rate at which new startups have launched has consistently outpaced the exit rate of those who leave the arena, whether victorious or dead. Even significant consolidation and churn. And in fact, we removed 689 companies from last year’s landscape - a 7% churn rate - that were acquired, pivoted out of martech, or went out of business.īut it’s the same dualistic story we’ve seen for the past 12 years in martech.

Maybe it should come as a surprise, given how rough of a year 2022 was for many SaaS companies. It now contains 11,038 solutions - an 11% increase from the 9,932 we charted last year. It perhaps comes as no surprise that the martech landscape grew yet again, for the 12th consecutive year in a row. But the best way to dig into the landscape is to use the free interactive version on.

Technology marketing toolkit roadshow download#

You can download a hi-res slide of the landscape or even a super hi-res PDF. Today during our virtual Best of Breed Marketing Summit - you can still catch sessions on demand for this next week - Frans Riemersma and I released the 2023 edition of the marketing technology landscape.