Having been a keen observer, investor, and engaged in martech over the years, it feels like analyzing the financial markets. When you look at the complex, interconnected and dynamic nature, the digital engagement ebbs and flows in the martech space, one might wonder – does the martech world need 8000 products? And if you heard the recent episode of The ABM Conversations Podcast, Scott Brinker said that he expects to see more software in the coming years. Why so many companies? After tracking 8,000-10,000 martech companies and startups, I’ve seen that the heart of nearly every martech creation and acquisition has been to achieve better experience and higher returns. Better Experiences + Greater Returns While not unique, the martech industry, and it’s associated disciplines have served as a lens into the business challenges and opportunities engaging with the digital and connected customer. So why are there so many products or martech companies? Three distinct areas that come to mind, as to why the expansion and contraction of the app categories happen so fast. And each of them have an opportunity cost attached to it.