The "Marketing Technology Landscape Supergraphic," curated by Scott Brinker of the Chief Marketing Technologist website, is out for 2024! This year it features an impressive array of over 14,000 tools and technologies researched by Scott and his team.

I have followed this annual graphic (and reports) every year since it started in 2011 with only ~150 defined tools. I had the pleasure of attending the 2017 MarTech Conference in San Francisco and meeting Scott. His content and events have been a place that tech experts like me and business people like you (and me) to immerse ourselves in the latest business tech trends.

In my office, I proudly display a framed poster print of the 2017 version of this graphic with *only* ~5K tools/techs listed (time for a new print of ~14K, right!?). It is a constant reminder of the rapid evolution and expansion of marketing tools over the years.

The graphic serves as a visual representation of the vast array of services, platforms, and systems available to businesses, showcasing the breadth and depth of marketing tools at our disposal. While it primarily focuses on marketing tools, it also highlights the interconnected nature of digital tools today, offering a holistic view of the business technology ecosystem.

With such a multitude of options, navigating the complex tech work this Landscape represents can be daunting. To effectively leverage our expansive technology options and make them work for your business, it is essential to understand the who, what, where, why, and how behind your integration of technology in your business. This fact has been the case long before this graphic existed — but this allows us to better see the need for such work!

By delving into "The Five Ws" behind your desire to implement tools and identifying the best-fit solutions for your business needs, you can streamline your tech efforts. This can help you stay ahead in a competitive market exponentially changing as fast (or faster?) than the number of tech tools you have to choose from — as seen in the MarTech Landscape year-to-year.

For a more in-depth exploration of the evolving MarTech Landscape and how understanding it can benefit your business, I encourage you to download the graphic, see the online filterable database, or read the PDF full report.

Then, if you need any help with your marketing or business tech, strategizing around what you *really* need (or don't need) for your business, or otherwise have questions regarding your tech stack, let me know.

With wise thought, planning, and business evolution, these tech choices can help you unlock new possibilities for growth and success. Let's not be overwhelmed by ~14K technology choices, but be excited and embrace the opportunities presented!

Your Business Technologist,

—Joshua