Gartner
The complexity of martech solutions, the need for driving clear business outcomes, and the desire for integration has also been highlighted by Gartner in its 2022 Marketing Technology Survey in these three charts:
While some of the points mentioned by Scott Brinker and Gartner apply to B2B companies, the situation is not very different for B2C companies where the same “martech cancel culture” is rising thanks to the bloat of tools that marketers have to deal with now.
