Scott Brinker

SaaS stacks keep growing. Is there also a relationship between choice and utilization?

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

3 Big Martech Innovation Themes in 2022

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

2021: The Year Martech Shrank — Just Kidding (A Year in Review)

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

Data, Decisioning, Delivery & Design: A Framing for the CDP vs. CDW Debate

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

Higher order effects of automation in Big Ops

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

The Composable Enterprise brings us into The Great App Explosion & Big Ops

Traditional business thinking views change as risk, while composable thinking is the means to master the risk of accelerating change and to create new business value.”Monika Sinha, Research VP, Gartner That’s a quote from Monika Sinha, a research VP at Gartner, announcing the 2022 Gartner...

Commerce is the latest (renewed) frontier in martech, putting the revenue in RevOps

Skip to content <desc/> <path id="Shape" d="M-787.4,568.7h-6.3l-2.4-2.4c7.9-8.7,12.6-20.5,12....

Latest data on the size of tech stacks, er, app portfolios, and a philosophical...

Productiv, a SaaS management platform (SMP), published a report on The State of SaaS Sprawl in 2021. Since Productiv’s software manages the tech stacks — or “app portfolios”, as they like to call them — of hundreds of organizations, the data in their r...

29 visually striking martech stack illustrations from the 2021 Stackie Awards

Every year, when the entries to the Stackie Awards flow in, I feel like the kid in A Christmas Story, excitedly opening up that present he’d be dreaming of. I am always delighted and inspired by the creative ways marketing teams visually represent thei...

47 new martech companies from latest Y Combinator cohort — the counter-consolidation narrative lives...

Last week, Y Combinator held their Demo Day(s) for their Summer 2021 cohort. This was a massive graduating class: 377 startups from 47 countries. You can read a quick overview of all 377 (!) on TechCrunch, split across part one and part two. I read…

The State of Marketing Operations or Can’t Find a Better Martech

The good folks at BrandMaker recently released a study of CMOs and their perceptions of The State of Marketing Operations. In short, marketing operations has risen from being “an overshadowed marketing function that worked in the background to solve in...

Should you build or buy martech? Yes

“Homegrown martech is like homemade pizza.” That’s the kind of quip I might have likely shot back a couple of years ago if someone asked me, “Should we build our own martech software or buy a packaged app from a martech vendor?” It’s not that…

Are CMOs falling behind with martech? The C-Suite thinks so, and they may be...

A few weeks ago, I read a white paper produced by Rackspace Technology, How Applications Impact Customer Experience. (Spoiler alert: in a digital world, applications are customer experience, so you’d better make them delightful. As a result, CX has bec...

Metcalfe’s Mirror: Complexity in networks (P.S. your martech stack is a network)

Fair warning: this post is pretty wonkish, even relative to my usual style. (Yikes.) Robert Metcalfe, the godfather of computer networks, famously stated that the value of a network is proportional to the square of the number of users connected. This b...

A 2×2 view of systems of record in martech

The phrase “system of record” has been bandied about in martech for years. In the absence of any other context, it’s usually assumed to mean the software that holds the authoritative (or “golden”) customer record. Most often in practice, this is a CRM....

Aggregation Theory applied to martech stacks

I recently wrote how martech stacks have arguably become virtual platforms. Even if you have a completely heterogeneous, “best-of-breed” stack, you likely have a set of products that work across your stack to provide cohesion, albeit each at a different layer of integration: Data: everything...

Is your entire martech stack becoming one big virtual “platform”?

The Great App Explosion can’t be stopped. But it can be harnessed. A couple of years ago, I proposed a model of 4 layers of app integrations with SaaS platforms. Advocating for better integration, for marketing apps in particular, I pointed out that no...

Wait, more martech tools create more manual tasks?!

The good team at Airtable, whom I featured in my MarTech keynote, Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker, recently published the Airtable Marketing Trends Report based on a survey of 300 marketing leaders. Thi...

212 event-related martech companies. Make that 268. Wait, no, 316…

I still remember fondly my young and innocent days a decade ago when I created the first marketing technology landscape. It categorized ~150 martech solutions — which at the time seemed epic in scale. “This must consolidate!” Ah, such innocence to the ...

Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker

Two days ago, I delivered my keynote for the latest (still virtual) MarTech conference, titled Marketing Superpowers: How AI & No Code Transform Every Marketer into a Maker. I wanted to begin with an original epic-sounding musical theme played by a full orchestra that would...

New Posts