If you are in marketing operations, you're most likely aware of the famous Scott
Brinker MarTech landscape graphic. Scott in collaboration with Frans Riemersma
of MartechTribe released the latest version of the landscape, searchable via
MarTech Map on May 4, 2023, which now shows more than 11,000 products in
the MarTech industry. Some of the key drivers for the amount of innovation in
marketing technology are the fragmentation of our target audiences, the
emergence of new marketing channels, changing consumer behavior, and the
maturation of new technologies that make it possible to reach and engage with
prospects in new and different ways.
As the person or team responsible for marketing technology, there is an
expectation that you will be on top of all the innovation that's happening in the
industry. At the pace that our market is moving, this can be a challenge.
The best approach to this challenge is to create a fourth stack to capture
products that may be of interest in the future. Unlike your other stacks,
documenting this one is simple - all you need to capture is the product name,
URL, a feature summary, and your thoughts on where this might be useful.
#9 Always Look
Ahead
Create Your Own
Crystal Ball
