Why Composability is the Key to Designing the Modern Tech Stack with HubSpot’s Scott Brinker

If you work in Marketing Technology, chances are you’ve come across the MarTech Map graphic at some point in your career. You know the one – the graphic that depicts the entire marketing technology landscape filled with so many logos that they are impossible to even see with the naked eye.
In 2011, there were 150 companies on the graphic. In 2014, 10 years ago, there were just shy of 1,000. Today, that number is over 13,000 martech software tools available in the market. The man behind that famous graphic, Scott Brinker, is the VP Platform Ecosystem at HubSpot and Editor at chiefmartec.com. He’s also our guest on this episode to make sense of it all for the rest of us and break down his new “Martech for 2024” report.
In our conversation, we talk about the “hack-pack-stack” approach to building your tech stack, he explains to me why “composability” is the key to creativity in Operations, and of course, I couldn’t let Scott leave without him teaching me some real, tactical use cases for AI in Operations.
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