Brinker + Riemersma: Composability + Aggregation
“We see this driving a slow but steady change in the martech industry: the rise of “composable” architectures . Automations, apps, workflows, customer experiences, AI agents, and other kinds of digital solutions can be created by combining data and services from multiple products and data sources to serve bespoke use cases . Marketers apply the best features to each particular use case, independent of the software products in which those features are hosted. Instead of “best-of-breed,” we think of this approach as “best-of- feature.” While composability may sound like a strange new concept to many marketers, the truth is that we’ve already embraced degrees of composability in our stacks for many years.”
Source: “Martech in 2024”
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