Tech Marketing Rewired Podcast

Breaking Your Tech Stack: Scott Brinker on AI, Composability, and the Future of Marketing

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About the Episode

Dive into the future of marketing technology with Scott Brinker, the visionary behind ChiefMarTec.com, as we explore the seismic shifts reshaping how marketers build and leverage their tech stacks. Scott reveals why the convergence of universal data layers and artificial intelligence is creating what he calls "a perfect storm" of innovation that's forcing us to rethink fundamental assumptions about marketing operations.

"We're not just changing tools," Scott explains, "we're changing how marketers think about what's possible." This conversation unpacks why the ability to move data freely between systems has become as critical as the systems themselves, creating the foundation for truly transformative AI applications.


We tackle the tension between platform consolidation and specialized tools, exploring Scott's concept of a "rationalized tech stack" that provides the stability of core platforms while maintaining the flexibility to integrate cutting-edge capabilities. You'll discover why openness at both the data and API levels has become non-negotiable when evaluating marketing technology.

Perhaps most fascinating is Scott's perspective on how AI is democratizing software creation beyond even the "citizen developer" movement. He describes a near future where marketers will create sophisticated applications without realizing they're writing code, potentially generating "billions, trillions of apps" on demand through natural language requests.

For marketing leaders navigating this landscape, Scott offers practical advice: maintain comprehensive visibility of your current stack, balance investment between operations and experimentation, and above all, design for change. As AI-generated content proliferates, he suggests personality-driven marketing and the "creator ethos" will become essential differentiators.

Ready to future-proof your marketing technology approach? Listen now and gain insights from one of the industry's most respected voices on what's next in MarTech.

Watch the video version on Youtube.

Follow Scott Brinker on Linkedin

Read more on Chiefmartec

Learn about Hubspot

Grab Scott's book, "Hacking Marketing"

🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.

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Guest Bio

Scott Brinker

Scott Brinker is one of the most influential voices at the intersection of marketing, technology, and strategy. As VP of Platform Ecosystem at HubSpot, he leads the company’s platform strategy and global technology partner programs. He’s also the creator of chiefmartec.com, the long-running blog that’s become a go-to resource for over 50,000 marketing technologists worldwide.

Scott is best known for building the iconic Marketing Technology Landscape, tracking the explosion of martech from a few hundred tools to over 8,000. He’s also the program chair of the MarTech Conference, and the author of the best-selling book Hacking Marketing. His work has shaped how modern marketers think about platforms, ecosystems, and the future of the marketing stack.

https://www.linkedin.com/in/sjbrinker/

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