The New Reality: Marketing is a Massive but Fragmented Landscape

Scott Brinker has been tracking the marketing technology landscape and released his first map of vendors in 2011 with just 100 companies. Only three years later, the landscape has expanded to 947 companies across dozens categories. Even if the field thins out a little through inevitable company closures or acquisitions and roll ups, this is the new reality: the CMO is forecasted to spend more on IT and analytics by 2017 than the CIO . The pace of change for marketing is accelerating — this moment is the slowest it will ever be.

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