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UPDATE: A new 2015 Version of the Marketing Technology Landscape Supergraphic is now available.
Its purpose is to illustrate how incredibly diverse and vibrant the marketing technology ecosystem is. Many companies could make a case for being in multiple categories, but in the interest of diversity, there are few duplicate entries. Three notes: First, my own company, ion interactive, is included in the graphic in the landing pages circle (which is part of the testing and optimization sphere, which is part of the broader web site constellation). Great infographic, some estimate that Marketing in the next decade will be bigger spender on Technology that IT groups within companies. According to our knowledge we define that the marketing automation as, It is the Software solution that designed to simplify the online processes by repeatation of tasks.Can u briefly explain about technologification. Thank you for the monumental piece of work, which you thankfully just had to update this year! A labour of love, no doubt, buddy media and radian6 are now merged to be the Salesforce Marketing Cloud.
I have been following your infographic for a while now and this the IInd update I am looking at.
Hi Mark – Where is Epsilon in this Landscape – I wanted to explore them as a potential player in the marketing suite for my company? Couldn’t agree more with the sentiment that strategy (and for that matter people and culture) trump tools. You have done an amazing job in putting this together, I took on the task recently in our company to undergo a complete market analysis and I will be using this as a boost in the right direction. I think our company fits in on this to date, we have been laying low up until now, but we are rapidly growing and find that nobody meets the demand of the market quite like us! Thank you again for the valuable insight into the market, please feel free to reach out to me I would love to chat about this topic with you!
Hi Scott, do you have an updated 2013 version of the Marketing Technology Landscape you did back in Sept 2012? This is such a great overview of the marketing landscape, I’m wondering if anyone (or you Scott) have come across one for the IT Landscape in general? Great Resumes Fast is a professional resume writing and interview coaching firm that assists job seekers at every level secure interviews and job offers.
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Explain what a matrix structure is and the challenges of working in a structure such as this. Define learning organizations, and list the steps organizations can take to become learning organizations. Matrix organizationsmatrix organizationsOrganizations that cross a traditional functional structure with a product structure. The matrix structure is used in many information technology companies engaged in software development. Boundaryless organizationboundaryless organizationAn organization that eliminates traditional barriers between departments as well as barriers between the organization and the external environment. A learning organizationlearning organizationOne where acquiring knowledge and changing behavior as a result of the newly acquired knowledge is part of an organizationa€™s design. In learning organizations, experimentation and testing potentially better operational methods are encouraged. Learning organizations are also good at learning from experiencea€”their own or a competitora€™s. What do you think are the advantages and disadvantages of being employed by a boundaryless organization? It includes over 350 different companies, from small start-ups to Fortune 500 giants, across 45 different categories, from agile management to video marketing. Under constraints of time and space, there are many companies and categories that weren’t included and that no doubt deserve to be. As a result, for instance, you could implement analytics solutions from Chartbeat, Clicktale, ClearSaleing, and Compete with almost no overlap in functionality.
Second, the inspiration for this came from the wonderful LUMAscapes produced by LUMA Partners.


I’m confident that in the long run the profession will get over the learning curve of mastering these many technological tools necessary for Marketing.
However, I am thinking about some options to make this more systematic and database-driven in the future. Almost frightening to see all the logos and equally frightening to realize how many I know or use! Without eZ in there you are missing the largest commercial open source web content management development platform.
Much appreciated and yes this piece of work will be shared and rightly credited to you as your expertise and altruism deserves to be known on both sides of the pond! It certainly demonstrates just how many tools and applications there are out there to choose from; a choice that can be quite overwhelming!
Nice work and don’t mean to be negative but there are tools and then there is strategy. Local business can’t get straight another piece to the puzzle, which is why we are building this automated system to manage everything in one place, with one entry. They create dynamic, best-in-class resumes and cover letters that consistently  deliver results.
Read my blog post about reviewing a client’s online presence during an initial strategy meeting. I also publish Santa Cruz Tech Beat , the go-to source for all things tech in Santa Cruz, CA and the entire Monterey Bay Central Coast region. Over 100 years passed between the invention of the first reliable steam engine and the first practical internal combustion engine.
Previously nonexistent industries, such as those related to high technology, have demanded flexibility by organizations in ways never before seen.
Specifically, employees reporting to department managers are also pooled together to form project or product teams. Business analysts, developers, and testers each report to a functional department manager and to a project manager simultaneously. Sportswear manufacturer Nike is another company that uses the matrix organization successfully. This is true not only in response to environmental threats but also as a way of identifying future opportunities. The labels in our industry are in flux, as are many of the companies themselves, which are constantly adding new features, acquiring new products, and pivoting to new positions. Where I go broad, they go deep, with several amazing and thorough diagrams of subindustries within marketing. Possibly a solution to make it more comprehensive (and easy to update when I realize I left someone important out!). But I find it fascinating to get a glimpse of the breadth and depth of marketing software out there.
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The diverse and complex nature of the current business environment has led to the emergence of several types of organizational structures. One form is the modular organizationmodular organizationAn organization where all the nonessential functions are outsourced., in which all nonessential functions are outsourced.
In learning organizations, experimenting, learning new things, and reflecting on new knowledge are the norms. 3M is one company that institutionalized experimenting with new ideas in the form of allowing each engineer to spend one day a week working on a personal project.
Some companies choose to conduct formal retrospective meetings to analyze the challenges encountered and areas for improvement. They facilitate information flow and reduce response time to customers but have challenges because each employee reports to multiple managers.
As a manager, what could you do to help your subordinates who have other bosses besides yourself? Please, take a look to Equifax value proposition, it could fit in some categories (analytics for sure). Instead of delivering mail hundreds of miles by horse, messages could be transported more quickly by train and then later by plane.
Beginning in the 1970s, management experts began to propose organizational designs that they believed were better adapted to the needs of the emerging business environment.


Instead of completely switching from a product-based structure, a company may use a matrix structure to balance the benefits of product-based and traditional functional structures. Because multiple managers are in charge of guiding the behaviors of each employee, there may be power struggles or turf wars among managers. The idea behind this format is to retain only the value-generating and strategic functions in-house, while the rest of the operations are outsourced to many suppliers. At the same time, there are many procedures and systems in place that facilitate learning at all organization levels.
At IBM, learning is encouraged by taking highly successful business managers and putting them in charge of emerging business opportunities (EBOs). To learn from others, these companies vigorously study competitors, market leaders in different industries, clients, and customers. Boundaryless organizations blur the boundaries between departments or the boundaries between the focal organization and others in the environment. Each structure has unique qualities to help businesses handle their particular environment.
As managers are more interdependent compared to a traditional or product-based structure, they will need to spend more effort coordinating their work. IBM is a company that has no difficulty coming up with new ideas, as evidenced by the number of patents it holds. By benchmarking against industry best practices, they constantly look for ways of improving their own operations. These organizations may take the form of a modular organization, strategic alliance, or self-managing teams. Cross-functional structures: A review and integration of matrix organization and project management. From the telegraph to the telephone to the computer to the Internet, each advancement brought about a need for an organizationa€™s structure to adapt and change. As a result, each person reports to a department manager as well as a project or product manager. From the employeea€™s perspective, there is potential for interpersonal conflict with team members as well as with leaders.
By managing relationships with hundreds of suppliers, Toyota achieves efficiency and quality in its operations.
Yet commercializing these ideas has been a problem in the past because of an emphasis on short-term results.
In a matrix structure, product managers have control and say over product-related matters, while department managers have authority over matters related to company policy.
The presence of multiple leaders may create role ambiguity or, worse, role conflicta€”being given instructions or objectives that cannot all be met because they are mutually exclusive. Strategic alliancesstrategic alliancesA form of boundaryless design where two or more companies find an area of collaboration and combine their efforts to create a partnership that is beneficial for all parties. For example, Xerox uses anthropologists to understand and gain insights to how customers are actually using their office products.[312] By using these techniques, learning organizations facilitate innovation and make it easier to achieve organizational change.
Matrix structures are created in response to uncertainty and dynamism of the environment and the need to give particular attention to specific products or projects.
The necessity to work with a team consisting of employees with different functional backgrounds increases the potential for task conflict at work.[307] Solving these problems requires a great level of patience and proactivity on the part of the employee. Using the matrix structure as opposed to product departments may increase communication and cooperation among departments because project managers will need to coordinate their actions with those of department managers. In this form, similar to a joint venture, two or more companies find an area of collaboration and combine their efforts to create a partnership that is beneficial for both parties. In fact, research shows that matrix structure increases the frequency of informal and formal communication within the organization.[306] Matrix structures also have the benefit of providing quick responses to technical problems and customer demands. As an example, Starbucks formed a highly successful partnership with PepsiCo to market its Frappuccino cold drinks. Starbucks has immediate brand-name recognition in this cold coffee drink, but its desire to capture shelf space in supermarkets required marketing savvy and experience that Starbucks did not possess at the time. By partnering with PepsiCo, Starbucks gained an important head start in the marketing and distribution of this product. Finally, boundaryless organizations may involve eliminating the barriers separating employees; these may be intangible barriers, such as traditional management layers, or actual physical barriers, such as walls between different departments.



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