Scott Brinker - Martech in 2024

Cloud Radio | A SaaS Podcast

Our Guest: Scott Brinker, VP of Platform Ecosystem at HubSpot, shapes Hubspot's platform strategy and leads business programs for its global technology partner ecosystem. He is also an editor at chiefmartec.com, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management.

Episode Topics:

• How much does Scott Brinker see AI impacting marketing headcount?
• Scott on the need to adapt and rethink categorizations in light of the evolving MarTech landscape.
• What are some concerns about the sustainability of the current level of saturation in the martech industry?
• How should companies in the torso (top 100 companies) and head (top 10 companies) navigate the presence of a large number of competitors in the long tail (12,000 companies)?
• What does composability truly mean for MarTech?
• The business and technical risk of composability.
• Scott's recommendations and principles to CMOs and marketing leaders for implementing composability.
• How does competition among major platforms provide opportunities and leverage for smaller, long-tail partners in ecosystems?

Sources:
https://chiefmartec.com/2023/12/major-trends-in-martech-for-2024-the-real-changes-underway-in-a-99-platitude-free-report/

https://chiefmartec.com/2023/10/products-in-the-long-tail-of-martech-have-a-wide-range-of-different-strategies-and-aspirations/

https://www.saasletter.com/p/mckinsey-cloud-roi-ai-roi

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Made for "full stack" cloud + SaaS operators, Cloud Radio is a SaaS podcast covers all aspects of the business of software.

Our host - Matt Harney - is active on Twitter @saasletter and writes "SaaSletter", an investing-oriented SaaS newsletter on Substack.

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