Peak Martech

Scott Brinker drew the map the marketing technology industry uses to describe itself - 150 companies on it in 2011, more than 15,000 now. In this episode of Real Seekers After Truth he tells host Nick Mason (CEO, Turtl) two things he didn't expect to be saying. The first is that the number has stopped going up: we may have reached peak martech. The second is that the metaphor everyone organises around - the stack - is falling apart, and what replaces it looks less like layers and more like a canvas, where everything including the software itself is data. Along the way: the 2013 panel where he first had doubts, why code is the thing marketers are least ready for, and how governance quietly became the most exciting word in martech.