In less than a decade, we have seen the martech space explode in size, rising from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of the evolution of martech, we will see an indispensable consolidation.
This is already happening, not only through mergers and acquisitions, but also as brands begin to realize the considerable value of partnerships and strategic integrations fueled by martech.
Technological possibilities are exciting, but the human side of martech is the source of the greatest challenges and opportunities. As technology progresses, becoming more and more intelligent through artificial intelligence and activating more data than humans would understand, people are still the key to successful partnerships and integrations.
In a new and brave world where technology can do almost anything, who will tell it what to do?
In this post, we will continue our exploration of what I like to call the Agile Marketer: who is it, what skills and tools do they need to succeed, and how can you become one.
[Read the full article on MarTech Today.]
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