Sometimes the tectonic plates start to shift, but you hardly feel it happening. There’s a hint here, a glimpse there, of significant changes. At some point, a volcano erupts. We may be on the brink of an eruption that will completely change how we think about the martech stack.
Remember those stack diagrams, popularized not least by Scott Brinker’s “Stackie Awards”? Sets of standalone applications connected by integrations, perhaps circling one or two main hubs? We’re becoming familiar with the idea of CDPs (and some customer engagement platforms) sitting atop cloud data warehouses and essentially acting as parasites on the data stored within.
Imagine that became the norm with just about any marketing stack solution. That would, in effect, mean unbundling the application layer from the data layer. Learn more about that in my analysis of a challenging presentation at the Gartner Symposium by Ben Bloom.
Kim Davis
Editor at large
