The endless supply of martech
According to a recent Gartner survey, the average company currently uses 22 martech tools, with another eight in the process of being implemented. The availability of martech has surged over the past seven years to almost 5,000 companies offering solutions as part of the ecosystem; the industry has seen an increase of over 3200% since 2011. Whilst some tools may seem an obvious choice and fill a serious gap in your marketing strategy, others may be less tangible to identify. For example, we recently had the dilemma of choosing an appropriate piece of martech for our very own marketing content calendar – where do you find such a piece of martech? Does that fall within content marketing, dashboards, collaboration or project management? How do you compare martech across these different sub-sectors, when they didn’t exist a year ago? Not only are we now faced with such a huge array of possible solutions, but the market is so new that we are only just beginning to discover its capabilities, and to educate ourselves about how best to leverage it.