Tech Stack Fragmentation: The Platform Effect
New product launches at Adobe Summit highlight the growing fragmentation of vendor portfolios, as well as the benefits of this strategy for martech buyers.
There has been plenty of talk about tech stack fragmentation in recent years, yet the number of applications used by marketers has continued to grow. Much of the frustration has focused on underutilised features, as well as the overlap between applications. CMOs naturally want to ensure their technology budget is utilised in the most efficient way possible.
Yet, the explosive growth in martech is ultimately driven by the growing complexity of B2B marketing, particularly for those operating at enterprise scale. Whenever I've worked on a tech stack consolidation project, it's never just been a question of removing existing applications from a mature stack. We've always ended up identifying capability gaps that require new technologies.