How to Simplify the MarTech Stack

The marketing technology (martech) landscape, as monitored by Scott Brinker, is made up of 6,829 solutions from 6,242 vendors. What's more, the martech sector attracted venture capital investments of more than $8.8 billion last year. For volume reasons alone, it should surprise no one that choosing and implementing the right mix of technology solutions remains a big challenge for marketers. From content and media management to workflow and collaboration tools to data analytics and reporting solutions, building (and managing) the perfect marketing technology stack can seem like a daunting task. And yet even though according to Gartner martech spending is on the rise and outpacing advertising expenditures, it's not uncommon for marketers to patch together a mix of free and low-cost systems that may work in the short term but won't scale to meet enterprise-level needs.