New essay: iPaaS will be the Abstraction Layer for Customer Experience

(leonardo) #1

In my last post, I outlined the process that we’ve been witnessing over the last 5 to 7 years, essentially a deep decentralization of the marketing stack.

We started to think that marketing would be better served by an archipelago of different vertical, loosely coupled highly specialized products, rather than the traditional monolithic approach.

But not everything that glitters is gold.

This massive decentralization leads to a number of drawbacks that will trigger the transition to a partial market re-centralization.

In this post I explained how these consolidation thrusts will manifest in the Marketing Tech landscape.