MSoM #20 | The three horizons of Martech

Feb 13, 2022

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech adds additional context into what's featured every week by interviewing the people behind the research, ideas, and important work.

In this episode, I’m joined by Scott Brinker. If you’ve been working in Martech for some time, Scott needs no introduction. Affectionately called “the godfather of Martech” Scott has been a pioneer in the Martech industry. Scott currently serves as the VP of platform ecosystem at HubSpot, editor at large at Chiefmartec, holds degrees in computer science at Harvard, and is a Fellow at MIT Sloan. Scott’s also behind the now-famous Martech Landscape supergraphic, a tool that maps and categorizes more than 8,000 marketing technologies in the industry. In this episode, we’re talking about Scott’s perspective on Martech in 2022 as he’s recently written an article talking about three big innovation horizons in the industry: Commerce, Big Ops, and No Code.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Scott Brinker on LinkedIn, Twitter,  and on

📚 Resources

3 Big Martech Innovation Themes in 2022

B2B sales: Omnichannel everywhere, every time

The 2021 Salestech landscape

Combinatorial innovation and 4 other lessons on the journey to 1,000 apps

If Ecosystems are The New Market, What’s Our New GoTo?

Big Ops: Converging Digital Ops Domains and Toolsets

Martech 2030 Trend #1: “No Code” Citizen Creators

Juan Mendoza

Juan Mendoza is an expert in researching global media, marketing, data, and technology trends. He is the CEO of The Martech Weekly, a media and research brand with subscribers in over 65 countries.

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