Marketing Tech’s Bumpy Road: Consolidation, Growth And A New Frontier


Marketing technology has become big business over the last five years, securing $134 billion in venture funding and spawning more than 2,000 new companies. New channels, new data streams and new workflow have emerged to disrupt important aspects of marketing at big and small companies alike. And CMOs are buying — roughly $23 billion in 2015, according to IDC, and likely growing to $32.4 billion in 2018.

So why is the mood in martech so bleak? I’ve seen dozens of articles in the last few months expressing pessimism about the state of martech in 2016. Many investors and entrepreneurs are lamenting how crowded and fragmented the sector is, arguing that it’s overfunded with too many point products. Others have pointed out that sales force automation produced a $50 billion…

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