The Marketing Tech Stack cartoon
According to Gartner, marketing technology now accounts for 29% of the total marketing budget. That’s currently the single largest area of marketing investment, greater than talent (24%), paid media (23%), and agencies (23%).
Scott Brinker started mapping the marketing technology landscape in 2011, with 150 marketing technology solutions available to marketers. In 2018, he released an updated graphic with a whopping 6,829 marketing technologies. The size of the 2018 marketing technology landscape was equivalent to all of the landscapes from 2011 to 2016 put together. I’m speaking next month at the MarTech conference when Scott releases the 2019 installment.