TMW #196 | Martech consolidation is coming

Oct 13, 2024

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Martech consolidation is coming

Martech consolidation can happen at different levels with varying consequences, but one thing is clear: Marketers will increasingly feel its force.

Martech consolidation means different things to different people. Although the concept of reducing the number of Martech applications is a common thread, there are two levels at which this can occur.

At the macro level, we have industry consolidation, which describes a shrinkage of the number of Martech vendors and platforms in the industry through M&A and natural decay as vendors close shop. It’s hard to imagine this occurring in an industry that has grown at a 41.8% compound annual growth rate since 2011, but there are signs that this could be on the horizon.

The micro level is stack consolidation, where a company streamlines its Martech stack with the aim of creating a more efficient, integrated, and cost-effective technology foundation for marketing.

Many in the industry have assumed that significant consolidation on both levels would have arrived years ago, but both the number of vendors in the industry and the number of platforms in each Martech stack has continued to grow unabated. 

However, there have been a few recent signals to suggest that long overdue consolidation might be upon us. But is this time any different from every other time that we’ve thought consolidation was coming? And if it is coming, what does it look like, and what does it mean for marketers?


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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.

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