ChiefMartec – The state of martech, 2024

ChiefMartec's annual update on the state of martech, released in celebration of MartechDay, explores the growing impact of AI in the martech landscape. The report highlights the integration of generative AI features by vendors and emphasizes the rise of composability as a key evolution in martech stacks. The concept of composable architecture, which enables the assembly of data and services from various sources to create tailored customer experiences, is examined in detail. The report also discusses the democratization of composition through AI interfaces, empowering marketers to innovate without advanced technical skills. Moreover, the study delves into real-world composability practices among marketing professionals, uncovering insights on the economics and governance of composed martech stacks. By establishing a link between stack composition and business value in diverse industries, the report aims to drive company performance and enhance understanding of the evolving martech landscape. Gratitude is expressed to sponsors for their support in conducting this research.