If you’re reading this blog post, chances are you’ve also seen Scott Brinker’s annual Marketing Technology Landscape Supergraphic. Here’s a quick refresher on the state of martech tools as of April 2020:
There are now 8,000+ tools in the landscape, up 13.6 percent year-over-year. (So basically the same amount of days the pandemic has gone on, amiright?)
This growing abundance of specialized tools means that marketing departments are adopting more of them than ever before, with an average of 120 tools per enterprise-level department. For teams that don’t plan out tech stacks strategically, each new tool brings the risk of creating a data silo within that tool.
