The recent BDO report has pegged the global Martech business at $121Bn (more on this later.). That made me revisit the 2019 Martech Landscape which saw the lowest annual growth rate (3%) vis a vis the previous 7 years when the landscape grew from 150 (2011) to 6800 (2018) products. In the accompanying article Scott Brinker explains the evolution of the space.
Just pointing out to the app ecosystems developing around platforms like WordPress and Salesforce shows a different story. And scores of products un-represented in the landscape – like Regional (Canada, UK, Germany, China all have their own martech landscapes) or Vertical industry apps like ChurchCRM and the emergence of its’ long long tail.
Scot is pointing to a period of reckoning and consolidation followed by the second golden age of Martech starting sometime around 2022. And this will be driven by Ecosystems, Experts and Citizen Engineers.
As you focus into the future and start to analyze the trends that may impact your saas business and your growth strategy, reading these two articles written early 2019 (look through the various links embedded) will provide you with great pointers.
Where I learnt this #316
Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040 https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers https://chiefmartec.com/2019/01/3-trends-next-age-martech-ecosystems-experts-engineers/
Martech 2020 and Beyond https://www.bdo.co.uk/en-gb/insights/industries/technology-media-and-life-sciences/martech-2020-and-beyond
