Shared learning from the martech OASIS companies — Investment, innovation and integration
Here's a look at 'OASIS' vendors Oracle, Adobe, Salesforce, IBM and SAP and the trends they are setting in data quality and integration to deliver seamless customer experiences.
The martech landscape is experiencing sequential cycles of fragmentation and consolidation. Driven by the widespread adoption of enterprise cloud solutions, the Martech 5000 (the annual list of all martech vendors and tools) now contains marketing technology solutions from 6,242 vendors.
This is a collection of many crowded sub-industries, given that “martech” covers everything in the list below and more:
- Customer Relationship Management (CRM).
- Marketing Automation.
- Content Management Systems (CMS).
- Data Management Platforms (DMP).
- Tag Management.
- Account-Based Marketing Platforms (ABM).
This growth shows no sign of slowing, either. According to Gartner, the software as a service (SaaS) industry is expected to reach 45 percent of total application software spending by 2021, and the average enterprise uses 91 marketing cloud services.
This increases the challenge for marketers if they cannot use these platforms and tools seamlessly.