The challenge now is figuring out how to harness it effectively. Here’s how the categories grew relative to 2019:ĭata is by far the fastest growing category, up 25.5%. The new design of the graphic this year - more on that in a bit - gave us space to add in a legend with the counts for the number of solutions in each category. They did not shrink the net number of solutions available to marketers. So those transactions didn’t count as consolidation, just a change of ownership. There were other martech companies that were acquired from the 2019 landscape - but they were acquired by firms that weren’t already on the landscape. That’s almost the equivalent of the entire 2015 marketing technology landscape. Think about that: 1 in 5 of the solutions on this year’s martech landscape weren’t there last year. In fact, if we first remove the 615 from last year’s 7,040 count, then the growth of new entries on the landscape was actually 24.5%. If you were predicting consolidation, an 8.7% churn rate from one year to the next is pretty significant attrition to support that narrative.īut the rate of new venture creation - or at least new venture discovery in our research - outpaced the forces of consolidation once again. That’s after 615 from the 2019 landscape went away, either consolidated with another martech company or simply gone defunct. Yes, it grew once again, by 13.6%, up to a total of 8,000 martech solutions. Welcome to the 2020 edition of the marketing technology landscape.
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