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Periodic Table of MarTech Brings Bold Order to B2B Chaos

Modern sales and marketing blend art and science. Recently, marketer Jon Blumenfeld took that marriage to a whole new level. Behold, the Periodic Table of MarTech.

 

 

If you’ve been looking for an example of creative content to share with your organization, this is it! The Periodic Table of MarTech is unique, engaging, thoughtful, and, above all, helpful. It’s interactive too (bonus points for that).

Let’s discuss what this exhibit means for sales and marketing organizations.

It’s a Mad, Mad, Mad, Mad Martech World

Each year Scott Brinker publishes the Marketing Technology Landscape Supergraphic. When he started this tradition in 2011, he cataloged just 150 products. By 2019, he documented 7,040 solutions on the market! 

Though a team of nine spent 3-4 months dedicated to its production, Brinker admits the 2019 supergraphic still doesn’t account for all technologies on the market. Much like product saturation makes differentiation harder, it renders cataloging this universe nearly impossible.

To make sense of the marketing technology landscape, Nexthink’s Director of Digital Marketing, Jon Blumenfeld, tried something different. He created his own model of martech organization, fashioned after the periodic table of elements. 

But rather than attempt to categorize thousands of options, Jon chose 120 products he thought were most relevant to enterprise B2B SaaS. 

With tidy categories, color-coding, and filtering options by function, logo, cost, and maturity level, this interactive table is truly a work of art (and science).

What’s Sales Engagement Got to Do With It?

In case you haven’t looked closely, Sales Engagement is one of 24 categories on the table. What does Sales Engagement have to do with martech? We’re glad you asked.

As we’ve shared previously, there’s a gap between marketing and sales. And sales development is elbowing its way into the middle. 

Many companies aren’t fully investing in SDR teams. One way to change this? By transitioning growth-hacking marketers to sales development reps. 

There’s so much overlap between marketing and SDR/BDR functions. And some of your marketers are currently doing what sales development could do better.

Smart organizations making this move are also providing SDRs with software that takes the guesswork out of prospecting. These platforms help reps gain efficiency so they can manage pipeline at scale. And that’s where Sales Engagement comes in.

Beyond helping SDRs, marketing has a vested interest in sales success. And by leveraging insights from the right sales software, marketing can better understand what works with buyers.

Sales Engagement platforms support this effort in a number of ways:

  • Sales call recording and transcription helps you learn what conversation points resonate with prospects. 
  • Platform analytics offer insight on which email templates engage buyers, all the way from sales to customer success.
  • These platforms also identify the best communication channels and times for sending emails and making calls based on your distinct personas.

All that aside, it’s time to treat sales and marketing like one team. We may have different functions, but our goal is the same.

We think the Periodic Table of MarTech nicely illustrates that ethos. And we’re honored to see SalesLoft named in the 120 companies Jon chose to represent the martech space.


Ready to learn more? Check out our Sales Engagement Buyer’s Guide.

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