On May 2, designated arsenic International Martech Day, Scott Brinker unveiled the latest variation of his selling exertion landscape. From 9,932 past year, the full fig of solutions successful the scenery has grown to 11,038. This represents thing similar a 7,000% maturation successful the abstraction implicit the past 12 years.

One caller diagnostic launched alongside the scenery is the Marketing Technology Capability Heatmap. It reveals the astir searched-for capabilities, with personalization astatine fig one, and identifies the categories that connection them.

Presenting astatine Best of Breed Marketing Summit alongside Marketing Tribe laminitis Frans Riemersma, Brinker, VP level eco-system astatine HubSpot, said: “On average, crossed companies of each sizes, you inactive person astir 291 SaaS subscriptions. Even portion determination is consolidation of the manufacture successful the economical situation of today, a information to rationalize stacks, we inactive spot radical utilizing this precise wide assortment of tools.”

Dig deeper: Why marketers are replacing foundational martech

Other cardinal trends. Among the trends identified wrong the caller landscape, Brinker and Riemersma highlighted the following:

• Two-way information flows betwixt information warehouses and front-line solutions similar CDPs.
• Composability emerging successful a fig of categories including DXPs, commerce and CDPs.
• “AI arsenic your co-pilot is real,” said Brinker; and it’s going to alteration the narration betwixt buyers and sellers due to the fact that buyers volition person AI too.
• Generative AI volition widen the no-code gyration beyond selling ops and powerfulness users to immoderate selling oregon concern user.

Why we care. Everyone who knows marketing technology knows the selling exertion landscape. It’s an evolving but iconic image. It’s specified a crowded graphic, however, that it simply became hard to read. This is wherefore it’s truthful invaluable that it has become, essentially, interactive. Registered users tin research the existent contented of the scenery alternatively than conscionable regard connected it successful wonder.

The scenery is disposable astatine Chief Martec and tin beryllium sorted, filtered and queried astatine martechmap.com.