Scott Brinker - Martech in 2024

Our Guest: Scott Brinker, VP of Platform Ecosystem at HubSpot, shapes Hubspot's platform strategy and leads business programs for its global technology partner ecosystem. He is also an editor at, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management. 

Episode Topics:
  • How much does Scott Brinker see AI impacting marketing headcount?
  • Scott on the need to adapt and rethink categorizations in light of the evolving MarTech landscape.
  • What are some concerns about the sustainability of the current level of saturation in the martech industry? 
  • How should companies in the torso (top 100 companies) and head (top 10 companies)  navigate the presence of a large number of competitors in the long tail (12,000 companies)?
  • What does composability truly mean for MarTech? 
  • The business and technical risk of composability.
  • Scott's recommendations and principles to CMOs and marketing leaders for implementing composability. 
  • How does competition among major platforms provide opportunities and leverage for smaller, long-tail partners in ecosystems?

About Cloud Radio by Cloud Ratings:

Made for "full stack" cloud + SaaS operators, Cloud Radio is a SaaS podcast covers all aspects of the business of software.

Our host - Matt Harney - is active on Twitter @saasletter and writes "SaaSletter", an investing-oriented SaaS newsletter on Substack.

About Cloud Ratings:
Cloud Ratings is a customer outcomes-focused, data-driven software research analyst firm. We exist to allow organizations to make more confident, lower-risk software purchasing decisions.

Our Cloud Ratings Category Reports combine user reviews with verified vendor data to impartially identify leading software products. Recent report examples include: Board Management Software, Account-Based Marketing Software, Cap Table + Equity Management Software, Lead Routing Software, and Sales Training + Onboarding Software.

Built upon investigative customer interviews, our True ROI Reports quantify and provide 3rd party validation of a software product’s business value.

Scott Brinker - Martech in 2024
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