By Dillon Baker October 18th, 2016
When Salesforce flirted with acquiring Twitter over the last month, marketing technology (martech, for short) suddenly found itself in the spotlight.
Why Salesforce? How did these guys get so big? What the hell is a CRM anyway? You could see the questions bouncing around as people suddenly wanted to understand the complex world of martech.
Martech is everywhere. Just this year, Microsoft fought off Salesforce and bought LinkedIn for $26 billion. Meanwhile, artificial intelligence, such as IBM’s Watson or Salesforce’s Einstein, is being promoted as the future of business intelligence. And marketing technology, according to a recent report from The Wall Street Journal, is receiving more venture capital investment than advertising technology.
With so much attention on the subject, now is a good time to look at the current state of the martech industry.