Sick of scouring sector landscapes with thousands of vendor logos organized into loosely defined categories? I mean, do you really need to know the names of 150 programmatic display advertising vendors out there? What's the total Martech ecosystem going to tally this year - 7000+ vendors? Actually, yes. Yes it is. As my colleague Joe Stanhope said in his work on the convergence of Martech and Adtech - it's hard to remember a time when there was such an unhealthy and unsustainable technology ecosystem.
At Forrester, we've covered marketing technology and the now overused term - "left-brained marketing" - for nearly fifteen years. We've come a long way as an industry since then, and today Forrester's marketing clients now enjoy step-by-step playbooks like the Entperprise Marketing Technology Playbook, and the Lead-To-Revenue Management Playbook that help them get more out of their technology investments. This is becoming more important every day. Why? Because marketing technology now commands one-fifth of overall marketing budgets for B2C marketers. That's already a sizable chunk, and we expect it to climb quickly because 41% of these marketers tell us that they still lack the technology they need to grow their business.
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