Vision Report

The Future Of Marketing Technology

Build A Martech Ecosystem, Not A Portfolio Of Functionality

March 7th, 2024
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Emily Collins , Cole Walsh , Bruna Venicio , Christine Turley

Summary

Companies have invested heavily in marketing technology (martech), but challenges persist due to next-generation marketing requirements, legacy technology challenges, and the need for adaptability in a dynamic environment. To pivot the martech stack from a limitation to a strategic advantage, companies will redefine martech as an ecosystem that prioritizes interoperability to support data, orchestration, and emerging AI capabilities. This report will help B2C marketers clarify the urgency and benefits of updating their marketing technology and provide a framework for defining an ecosystem-based martech approach.

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