The Marketing Technology Landscape Graphic 2014, Is More Consolidation Needed?
The latest and third marketing technology landscape graphic produced by Boston-based Scott Brinker is out. I am sure that this and the other popular marketing technology LUMAscape graphic will be included in many presentations this year.
I would have expected a lot more consolidation and exits from the space at this point and would be willing to bet that it is indeed coming soon. The graphic only helps to demonstrate that the market is very crowded. I know this is just intended as a broad snapshot but there are clearly way too many similar options for customer to review. The marketing automation space alone is estimated to be about $750M with over 50 vendors pictured here. Scott does point out some consolidation in this one category but is the revenue potential enough to support all of these companies, the ones not listed and all of their staff? Only time will tell but I suspect that market size is not the only issue. I expect an oncoming “marketing technology fatigue” will hit the market (or at least popular blog articles and your CFO) to help push along this consolidation from customers looking to simplify their lives.
Scott includes a great overview of the graphic and the marketing technology industry on his blog. Click on the link to read the post or click here for the high-resolution PDF.
Let’s tip our hats to Scott for putting this together. Not only is it a lot of work on the surface but making an attempt to classify the space is no small task either. Thank you!
Note: I first noticed this on the MarketingPilgrim blog.