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Honey, Did We Shrink the Marketing Technology Landscape?

February 4th, 2015

Honey, Did We Shrink the Marketing Technology Landscape? Don’t be intimidated by Scott Brinker’s latest marketing technology landscape.

Many of the 1,876 vendors will fold, others will merge and be acquired and the landscape will shrink because of it, some industry players told CMSWire.

"Many will fail," said Charles Nicholls, senior vice president of product strategy for hybris and SAP Customer Engagement and Commerce.

"In the Wild West, new vendors are experimenting with new ways of doing things. Not all of these work — look at Facebook storefronts for example — and some will flop spectacularly. Caveat emptor, there are many snake oil salesman promising the earth. Look for a solid measurable return-on-investment (ROI) that you can prove before committing."