The MarTech stack encompasses a combination of software platforms and tools that enable enterprises to strategize, execute, measure, and manage their marketing efforts. In recent years, there has been a notable increase in the number of MarTech platforms and tools, accompanied by the emergence of newer categories such as chatbots, social media, mobile, retail experience, and influencer marketing. Additionally, niche participants have emerged, operating within rapidly growing segments of the MarTech ecosystem, contributing to its complexity. Over the last decade alone, the number of platforms and tools available has grown exponentially, increasing by 100 times. This growth has raised concerns for enterprises as they strive to optimize their MarTech stack.

Modern MarTech platforms are based on composable architecture and use first-party data with advanced personalization capabilities. Established participants such as Adobe, Salesforce, and Sitecore are consolidating their presence across key segments of MarTech including Customer Data Platforms (CDP), Content Management Systems (CMS), Digital Experience Platforms (DXP), and Customer Relationship Management (CRM). Despite these advances, a majority of enterprises still struggle to maximize value from their investments in the MarTech stack and face difficulties to modernize their MarTech infrastructure.

In this report, we examine the MarTech landscape for enterprises and provide insights into the future of MarTech. The report also covers the key categories of MarTech and profiles the leading participants within them.

Scope

• All industries and geographies
• The assessment is based on Everest Group’s tracking of the marketing technology landscape

Contents

In this report, we:

• Define MarTech and trace its evolution over time
• Provide a comprehensive overview of the various categories of MarTech platforms and tools
• Study key MarTech participants
• Present a framework delineating the different layers of the MarTech stack
• Discuss the challenges that enterprises face in optimizing their MarTech stack
• Provide insights into the future trajectory of MarTech and potential trends shaping the industry

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