I’ve called the past decade of the 2010’s The First Golden Age of Martech. It was an explosion of both a new industry (martech) and a new profession (marketing technologists). I’ve spilled a gigabyte of digital ink on why this next decade will be The Second Golden Age of Martech (including a recent update on how platform dynamics are driving this next wave). But today, I want to share with you the nice quantified measure of The First Golden Age of Martech shown in the chart above. While working on my previous article — Why does the massive landscape of marketing services firms not bother people the way martech does? — based on research from BCG, I came across another article they published last month, Making the US Marketing Ecosystem Work for You.
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