Adobe, with $1.63 billion of revenue for its Marketing Cloud in 2016, is 1,000 times bigger than a martech startup that just made its first $1 million.
Through that lens, the market is already consolidating. It looks like a pyramid: a few billion-dollar giants on top, dozens of firms earning $100 million or more at the next level down and thousands of companies with less revenue below that.
But interestingly, at the same time that the ones on top are growing larger, the number of companies on the bottom is still increasing. So by revenue distribution, the industry is consolidating. But by number of firms, it's expanding.
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Adobe, HubSpot, IBM, Marketo, Oracle and others now each support and promote integrations with dozens or hundreds of other marketing technology products. And new technologies such as customer data platforms and integration-platform-as-a-service providers are emerging as platform-like alternatives.
http://adage.com/article/print-edition/marketing-technology-consolidate-good/308662/
Through that lens, the market is already consolidating. It looks like a pyramid: a few billion-dollar giants on top, dozens of firms earning $100 million or more at the next level down and thousands of companies with less revenue below that.
But interestingly, at the same time that the ones on top are growing larger, the number of companies on the bottom is still increasing. So by revenue distribution, the industry is consolidating. But by number of firms, it's expanding.
--
Adobe, HubSpot, IBM, Marketo, Oracle and others now each support and promote integrations with dozens or hundreds of other marketing technology products. And new technologies such as customer data platforms and integration-platform-as-a-service providers are emerging as platform-like alternatives.
http://adage.com/article/print-edition/marketing-technology-consolidate-good/308662/
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