ChiefMarTech - Marketing Technology Landscape Supergraphic (2016)
A kaleidoscope of over 3'800 logos of marketing technology companies — what better way to viscerally express the explosion of software in marketing!
The categories are defined with the rounded boxes, containing logos of representative companies. In turn, these categories are grouped into meta-categories. The top 5 largest categories, by number of solutions included, are:
Sales Automation, Enablement & Intelligence (220)
Social Media Marketing & Monitoring (186)
Display & Programmatic Advertising (180)
Marketing Automation & Campaign/Lead Management (161)
Content Marketing (160)
Althoug expected, the “one platform to rule them all” model has not materialized in a lot of marketing departments. (Although smaller companies are more likely to have a single solution.) Instead, many companies have multiple platforms in place. It’s not unusual to have one vendor for the web experience platform, a different one for marketing automation, another for CRM, and so on.
Due to enhanced plug-and-play support for the major CRM and marketing automation platforms and the eased connection to most/ all of an organization’s marketing technology to a common data exchange backbone enables company to follow the 'best of breed' approach. More companies avoid a vendor lock-in and are now successfully embracing a more open and heterogenous approach.
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