Scott Brinker

The future of marketing belongs to hybrids, but don’t call them unicorns

I’ve grown to dislike the label “unicorn” in martech. In the early years of the marketing technology revolution, marketing technologists — hybrid professionals who applied technical skills in a marketing context — were sometimes called unicorns. Partl...

Democratizing martech: distributing power from IT to marketing technologists to everyone

I am fascinated by “citizen technology.” That’s a terrible name for it, because it implies digital government technology, which is not what I’m talking about. (Although that too is a fascinating topic for discussion on another day.) Rather, the labels...

The paradox of simultaneous martech consolidation and expansion, illustrated

Man, people sure do find anecdotes more persuasive than data. (As an aside, this is why machine learning can be so helpful in applying true data-driven marketing — our human biases really skew our perception of reality.) We most recently released the ...

The myth of martech consolidation is dead. Now what?

A couple of weeks ago, we hosted the MarTech West conference in San Jose. My personal thanks to all of the amazing speakers who brought such passion and insight to their martech-in-the-real-world presentations — you were awesome. Rather than offe...

54 marketing stacks from The Stackies 2018: Marketing Tech Stack Awards

Wow, I am just in awe of the 54 entries we received into The Stackies 2018: Marketing Tech Stack Awards. The quality of the illustrations this year were particularly remarkable. These are marketers who clearly have a lot of passion for their infrastru...

Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)

Like the running of the bulls in Pamplona — an apt simile? — it’s become a yearly tradition for me to release the marketing technology landscape at the MarTech conference in the spring. So here at our event in San Jose today, I’m pleased to unveil the...

Salesforce to acquire Mulesoft because, hey, it’s a world of infinite cloud services

Yesterday, Mulesoft announced it was being acquired by Salesforce for $6.5 billion. That’s a pretty heft premium — a 21.6X multiple — given that the company had less than $300 million in revenue for 2017. That’s a strategic bet. So what’s the strategy...

Our martech salary survey delivers a lot of great news, but one disappointment

For martech careers, there is a lot of really good news. But one thing that isn’t. First, thank you to the 884 professionals who participated in our 2018 Marketing Technology & Operations Salary Survey, a collaboration between myself and the team ...

Agile marketing reaches 37% adoption with a wide variety of techniques

In reflecting on the “greatest hits” of chiefmartec.com over the past decade, it’s been exciting to see how many ideas that were once on the fringe of marketing have shifted into mainstream practice. For example: agile marketing, the adoption of agile...

Blockchain marketing technology landscape grows 400%

Blockchain and marketing isn’t just a punchline. Jeremy Epstein, CEO of Never Stop Marketing, a boutique marketing agency for blockchain startups, and one of the world’s foremost authorities on the adoption of blockchain and decentralized technology i...

A Decade of Martech: The top 10 ideas from 10 years of chiefmartec.com

Happy anniversary, dear martech readers. Ten years ago, I started chiefmartec.com, with my first post in February 2008 announcing “a blog for marketing technologists.” It was shortly followed by a riff on martec being analogous to marcom, which is why...

5 Disruptions to Marketing, Part 5: Artificial Intelligence (2018 Update)

Whew! This is the final part 5 of a five-part series, providing an update on the 5 Disruptions to Marketing as 2018 marches forward. If you have not yet read Part 1: Digital Transformation, Part 2: Microservices & APIs, Part 3: Vertical Competitio...

Team behind Microsoft’s marketing stack visualization tackle blockchain martech

Marketing technology, great visualizations, disruptive innovation — these are a few of my favorite things. So I was delighted when Jeremy Posvar and Todd Wells — the two fellows who shared Microsoft’s marketing tech stack in last year’s Stackies award...

5 Disruptions to Marketing, Part 4: Digital Everything (2018 Update)

This is part 4 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you have not yet read Part 1: Digital Transformation (2018 Update), Part 2: Microservices & APIs (2018 Update), or Part 3: Vertica...

5 Disruptions to Marketing, Part 3: Vertical Competition (2018 Update)

This is part 3 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you...

5 Disruptions to Marketing, Part 2: Microservices & APIs (2018 Update)

This is part 2 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. If you...

5 Disruptions to Marketing, Part 1: Digital Transformation (2018 Update)

At the end of last year, I wrote a series on 5 disruptions to marketing. I wanted to look beyond the typical kind of...

Amazon and Google now lead two key martech categories as vertical competition heats up

A couple of weeks ago, I met with Stuart Williams and Seth Ulinski, analysts at TBR, who shared some of their latest digital marketing...

Enterprise marketers spending 22% of their budget on martech

Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. Let’s hear it for results! After three...

The 2010 marketing technology proto-landscape did consolidate by 61%

Officially, my first published marketing technology landscape graphic was in 2011. That was the one where I categorized around 150 marketing technology companies. My...

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