Trends in MarTech stacks in 2019 (so far): What to name a layer

When companies are in the process of digital transformation, the process can be daunting. Just a few of the reasons for trepidation are outlined in an article by the MIT Sloan School, including poor communication and lack of digital culture to start with.

When building your marketing technology stack, is easier to break the task of figuring out what you have and what you want your stack to look like, into chunks.

For those using CabinetM to manage their marketing technology, those chunks can be elegantly set up as layers of a stack. We’re finding the average enterprise is managing 50 to 250 tools in a MarTech stack, and arranging them in layers lets you see what tools you have that are similar, or do the job of two tools, or even when you have duplicates of the same software running in two different places in the company.

(Imagine! Paying $10,000 a year for the same tool twice? It happens more often than you’d like to think.)

What’s the most popular layer? We’ve seen that since Jan. 1 the most popular products are marketing automation and analytics tools. These are the top 15 layers names – what enterprises name their stacks – among those who have built stacks on CabinetM in 2019:

  1. Analytics
  2. Advertising
  3. Social Media
  4. Social Media Marketing
  5. Web Development & Design
  6. Email Marketing
  7. Marketing Automation
  8. Search Marketing
  9. Event Management
  10. Sales Enablement
  11. Client Reporting
  12. CRM
  13. Analytics & Measurement
  14. Fund Management
  15. Paid Media

Remember, the best tool is the one that fits your strategy. The best layer of tools is the one that matches your goal.

If you need help building your stacks on CabinetM, contact Erica Ross at In 15 minutes, we can show you how to get your arms around your marketing technology.