3 Martech Industry Trends: Ecosystems, Experts, and (Citizen) Engineers

Scott will share three of the overarching trends shaping the marketing industry:

1. The maturing of martech platform ecosystems, overcoming the tension between suite vs. best-of-breed and consolidation vs. diversification.
2. The blending of software and services — within both SaaS vendors and agencies/consultancies — overcoming the barriers of utilizing cutting-edge technology.
3. The blending of commercial martech software and custom development — including by citizen developers — overcoming the tension between build vs. buy.

All three of these trends are breaking free of classic Pareto trade-offs in the martech industry and enabling marketers to have "the best of both worlds" — standardization and specialization, cutting edge technology without the talent gap, and customized martech capabilities without reinventing the wheel.

You can harness these trends today. But they will also get you through the disruptive "age of martech reckoning" ahead as we transition from the first golden age of marketing software to the second golden age beyond.