Comments on: Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who’s counting?

By: Jacques Couteau

Jacques Couteau — Fri, 10 Sep 2021 17:51:15 +0000

Every year, this list fascinates and horrifies me. To your knowledge, does any of these apps, plug-ins, platforms, etc. concentrate on the quality and relevance of content—not as an afterthought but as the primary reason the software was developed? Is the point of marketing, to affect how a prospect feels about a product or service, not considered important here?

By: Jessie Cruz

Jessie Cruz — Wed, 10 Mar 2021 17:00:46 +0000

First, thank you for leading this charge. I’m a lover of charts and this one is always a go-to for me. Quick question- Where do Marketing Operation applications exist on this chart? I’m trying to get a handle of how many companies exists in the space.

By: Sahith Krishna

Sahith Krishna — Fri, 18 Dec 2020 09:37:08 +0000

Hey, thanks for the insightful report on the martech landscape. While the number of tools have increased from 150 in 2011 to 8000 in 2020, how do you think the tool adoption has increased? I mean, how many tools (on an avg.) do you think marketing teams were using in 2011 vs 2020.

The number of categories were 3 back in 2011 and now, there are 7 segments. But I believe teams use more number of tools for each segment. I’m just curious if anyone has tried measuring the number of data sources for marketing team over a period of time.

By: Scott Brinker

Scott Brinker — Wed, 09 Dec 2020 13:53:23 +0000

In reply to Lisa. Yes! And I'd be honored.

By: Lisa

Lisa — Wed, 09 Dec 2020 13:31:11 +0000

In reply to Scott Brinker. I will take that as a yes I can hang a paper version behind my WFH desk ;-) Thanks!

By: Professor Kevin W. Tharp

Professor Kevin W. Tharp — Tue, 13 Oct 2020 14:24:15 +0000

Hi Scott. We continue to use your Marketing Technology Landscape resources to help our students understand the dynamic nature of the industry they will be entering after they graduate. The growth in the landscape since we launched the BS in Digital Marketing Technology at the University of Wisconsin-Stout in 2015 is amazing. It means we have to use tools, but we can’t focus on tools, we have to approach education at both a very high and hands on levels.

By: Shaurya Jain

Shaurya Jain — Wed, 19 Aug 2020 08:11:42 +0000

Thanks, Scott for sharing so much useful information. This database is really very much useful for marketing professionals.

By: Scott Brinker

Scott Brinker — Thu, 13 Aug 2020 22:04:06 +0000

In reply to Doug Topken.

Thanks, Doug.

I don’t track spend in my research, but rather look to other analysts firms that allocate more resources to answering those questions. I think the team at Gartner’s marketing technology practice is doing a good job of that.

By: Doug Topken

Doug Topken — Thu, 13 Aug 2020 21:48:14 +0000

Scott we’re finding this site and the MarTech database quite helpful. Have you tracked the total spend by category such that you can offer a benchmark mix %? In other words, what’s the % spend breakdown by category? By chance can this be sliced by industry or at least B2B/B2C or company size? Thanks!

By: Scott Brinker

Scott Brinker — Thu, 13 Aug 2020 12:26:11 +0000

In reply to mohankvs. Unfortunately, no. The exercise has been as much art as science. Boundaries, especially at this high-level view, are especially fluid.