In the second episode of our Entirely Masterclass series, we welcomed Scott Brinker—VP of Platform Ecosystem at HubSpot and author of the Chiefmartec blog.
Alongside him, we were honored to be joined by two industry leaders offering real-world perspective:
Stefan Huth, Head of MarTech Products at OTTO, and Aleksandar Dimitrievski, Director Marketing Technology & Data at Springer Nature.
The session was expertly moderated by Patrick Moser, CEO of Marmind and Member of the Entirely Management Board.
Scott pulled no punches. He unpacked the tangled reality of today’s MarTech stacks and mapped out a smarter way forward—one built on composability, AI-readiness, and a deeper understanding of what makes integration actually work.
This wasn’t theory. It was a practical call to action: Fix the stack, or fall behind.
Scott opened with a hard truth: most marketing stacks today are still stuck in rigid, legacy architectures. They’re slow to evolve and even slower to scale.
His message? That model’s broken.
Instead, he advocated for composable architecture—modular, interoperable tools that move at the speed of marketing. Composable means less friction, more iteration. It’s not just a technical fix. It’s a mindset shift.
AI dominated the headlines—and rightly so. But Scott reframed the conversation: AI isn't a replacement for marketing, it's an amplifier. It only works if your foundation is solid.
“AI doesn’t replace creativity—it reshapes where creativity starts.”
If your data is siloed and your tools don’t talk, AI becomes noise. If your stack is orchestrated, AI becomes impact.
For Stefan Huth and the OTTO Group, composability isn’t a trend—it’s a deliberate response to the complexity of running a multi-brand, multi-channel business at scale.
By moving toward a modular, API-first architecture, OTTO has created a system where new tools and use cases can be plugged in or phased out without destabilizing the core.
This shift allows individual teams to act with greater autonomy—building, testing, and iterating faster, while still aligning with shared governance and data standards.
A key principle: central enablement without central control. Their architecture empowers product and marketing teams across brands to innovate independently—but on a shared foundation.
The result?
Reduced time-to-market for new features and campaigns
Less dependency on central IT
More organizational clarity about what’s core and what’s customizable
It’s a stack designed not just for today’s needs—but for tomorrow’s unknowns. OTTO’s journey shows that composability doesn’t just change your tools. It changes how your teams think, collaborate, and deliver.
Where OTTO embraced modular rebuilds, Aleksandar Dimitrievski and his team at Springer Nature took a different path—one that proves composability is as much about mindset as it is about structure.
Their approach began with a hard look at what was already in place:
Which systems duplicated effort?
Where was interoperability lacking?
What data was collected—but never activated?
Rather than starting over, they focused on rationalization—a precise, methodical effort to align platforms, eliminate redundancy, and ensure tools were used with intention. They also clarified data ownership and accountability, enabling more meaningful activation across marketing, editorial, and product functions.
Springer Nature’s experience is especially relevant for organizations with existing tech investments:
You don’t always need new tools. You need clear decisions about the ones you have.
This is composability in a broader sense: Not just plug-and-play tech, but strategic coherence across systems, people, and workflows.
It’s proof that stack innovation doesn’t require a blank slate. It requires alignment, discipline, and trust.
Watch the full session to see how OTTO and Springer Nature are making it happen—with Scott Brinker guiding the way.
Catch up on the full recording of this Masterclass to go deeper into the strategies and insights discussed.
And join us live for our next session: The Future of MarTech Innovation: Embracing Composability and AI on April 30, 5–6 PM CET
We’ll explore how AI is accelerating the next wave of composability—and how marketing leaders can build stacks that don’t just keep up, but lead.
Entirely Summit 2025: Register for our first Entirely Summit in October 2025 in Lisbon—a gathering of industry leaders, marketers, and tech innovators shaping the future of Martech. Not just another Summit, One that will move you. Get more details and claim your early bird rate until end of May.