In our first Entirely Masterclass, we tackled one of the biggest challenges in modern marketing: how to build a future-proof Martech stack that is flexible, scalable, and AI-ready.
With Scott Brinker, VP of Platform Ecosystem at HubSpot and Editor of ChiefMartec, Tobias Ackermann, and Patrick Moser, both Member of the Entirely Management Board, we explored the evolving Martech landscape, the role of composability, and why an open ecosystem is the way forward.
Let’s take a moment to reflect. Here’s a brief recap of what we explored together—and the full recording if you’d like to dive back in.
The Martech Challenge: Too Many Tools, Too Many Silos
Marketers today struggle with an explosion of tools, rising expectations from both executives and consumers, and the pressure to do more with less.
According to Scott Brinker, the Martech landscape has grown by 9,300% in the last 14 years, now exceeding 14,000 tools. And while choice can be good, the real challenge is integration:
“We need to drive growth, but can we do it under the constraints of rising costs and budget limitations? That’s forcing marketers to be creative—not just in strategy and content, but in how they structure their technology and operations.” – Scott Brinker
Key Takeaways
1. Composable & Open: The Future of Martech is Aligned
Consolidation alone won’t solve the complexity of Martech stacks. Instead, marketers need to embrace composability—building a modular, flexible stack where tools work together seamlessly.
"Composability is really about bringing different pieces together in a way where the whole is greater than the sum of its parts." – Scott Brinker
A truly open ecosystem enables marketers to:
- Integrate best-of-breed solutions while avoiding vendor lock-in
- Scale with agility as new technologies emerge
- Orchestrate AI-driven experiences across multiple platforms
2. AI is Only as Good ad Your Data & Content
AI is changing the game, but it can’t operate in a vacuum. Companies need to ensure their data and content are AI-ready by focusing on:
- Structured, high-quality data that is consistent and accessible
- Real-time validation to maintain accuracy and avoid AI biases
- Compliance & governance to align with GDPR and future AI regulations
"Before we even talk about AI, we need to ask: Is our content and data AI-ready? Without structured, validated, and governed data, AI won’t deliver real value." – Tobias Ackermann
3. Beyond Consilidation: Focus on Orchestration
While many companies look to reduce the number of Martech tools, Scott Brinker argues that consolidation alone won’t work:
"We’ve spent 15 years trying to consolidate Martech stacks, and yet the landscape keeps growing. The real answer isn’t less—it’s better integration." – Scott Brinker
A congregated approach—where Martech tools align within a common framework—delivers greater efficiency and maximizes ROI.
4. Think in Business Outcomes, Not Just Tools
It’s easy to get caught up in the latest Martech trends, but the real question is: What business value does it drive?
A successful Martech stack isn’t defined by its features, but by its ability to:
- Streamline workflows and reduce operational friction
- Drive revenue and ROI through data-driven personalization
- Enable marketing teams to execute faster and smarter
"Budget is right at the center of this year's biggest challenges. The question isn't just how we integrate technology, but how we make Martech more efficient and outcome-driven" – Patrick Moser
All In on Impact?
The recording breaks down every key takeaway in detail—clear, actionable, and built for business outcomes. Watch here. Watch now.
What’s Next?
Masterclass Part 2: Join us on April 8 for a deep dive into real-world use cases from leading brands like Springer Nature and Otto, exploring how they drive omnichannel success with integrated platforms.
Entirely Summit 2025: Save the date for our first Entirely Summit in October 2025 in Lisbon—a gathering of industry leaders, marketers, and tech innovators shaping the future of Martech.