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Celebrating 10 Years of Growth in the HubSpot Ecosystem
Celebrating 10 Years of Growth in the HubSpot Ecosystem
It's been two and a half years since I joined HubSpot to focus on the company's platform ecosystem, and wow, what a…
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Scott Brinker shared thisI've been drawing the same chart for over a decade. Technology changes exponentially. Organizations change logarithmically. The gap between those two curves is where so many martech dreams go to die. And AI has cranked up the exponent. For years, the dominant debate in martech was: "What should we buy?" I never liked that question because the tech has rarely been the constraining factor in martech success. But the landscape looks different when you're rocketing through it at AI speed. And unfortunately, Dramamine won't help with this type of motion sickness. The blurring of martech products and platforms — especially as many morph from applications into infrastructure — makes that logarithmic "org change" curve more important than ever. The shape of technical talent in marketing is changing: GTM engineers, AI-native operators, and marketing architects who can design governed systems of humans and agents working together. I see it as the evolutionary arc of marketing technologists and marketing ops that has been underway for two decades. But we've hit a major inflection point. And it's changing the rest of the marketing team along with it — roles, org structure, operating models, and culture. AI is accelerating the technology curve. But the real question is how organizations adapt to absorb it. That's the adaptation frontier: the widening edge between what technology makes possible and what organizations are actually capable of putting to work. With that, I'm excited to announce that I've joined MarketerHire as an advisor. They have a front-row seat to this transformation, with empirical data on what companies are actually hiring for — the skills, the expectations, the jobs to be done. It's the ground truth about what's happening on that org curve. But MarketerHire's CEO Chris Toy and I aren't going to be discussing that behind closed doors. We're launching a podcast to have that conversation out in the open. Fair warning: it's going to be messy, opinionated, even contentious. Because that's marketing and martech today. Let's look it straight in the eye and see it for what it is. And then argue our way through it together. Stay tuned for the launch!
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Scott Brinker shared thisMartech has spent the past 15 years adding more tools the stack. 🧱 What if the next era is *finally* about needing fewer of them? (CMOs, CIOs, and CFOs everywhere rejoice! 🙌 ) I'm pleased to share that I'll be joining Doug Tallmadge, CEO of Gradial, for a session at Dreamforce 2026 on what an agent-driven operating model means for the future of the marketing stack. We'll dig into governed orchestration, simpler infrastructure, and why the rise of agents may finally start reversing years of tool bloat. Or, as our session title puts it: The End of Martech: Marketing's New Operating Model 📍 September 15, 1:00 PM | Moscone North, Campground Theater 2 👉 This one will fill up, so save your spot : https://lnkd.in/gxzpBePj Would love to meet you there! #Dreamforce2026 #AgenticMarketing #Martech
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Scott Brinker posted thisAny way to wire up the "AI slop" detector to fake recruiter InMail? Asking for a friend.
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Scott Brinker shared thisAt Dreamforce? Come join me and Doug Tallmadge on the frontier of a post-martech world. (We'll also be around to talk with folks after the session, from 2:00-3:30pm at Gradial's booth in that same "campground.")Scott Brinker shared thisThe Dreamforce Agenda Builder is live, and your calendar is about to get crowded 🗓️ Want to see agentic marketing in action? We're bringing 4 speaker sessions to Dreamforce 2026, where you can see how brands like Nordstrom and Walmart use our agents to build segments, pull creative from their DAM, assemble journeys, and optimize content. Here's where to find us 🔍 1️⃣ The End of Martech: Marketing's New Operating Model 👉 Scott Brinker charted 15,505 martech tools. Now he joins Gradial CEO Doug Tallmadge to map what comes next: governed orchestration, simpler infrastructure, and the end of tool bloat. 📍September 15, 1:00 PM | Moscone North, Campground Theater 2 https://lnkd.in/gxzpBePj 2️⃣ Building an AI-Native Marketing Organization 👉 Bart Ons shares the CMO playbook for embedding AI agents across the marketing org and moving beyond experiments to measurable impact. 📍September 16, 11:00 AM | Metreon AMC, Theatre 10 https://lnkd.in/gqs3U8zt 3️⃣ 10 Hours to 30 Minutes: Closing the Execution Gap 👉 Nick Hessler breaks down why execution, not AI access, is the real bottleneck, and how AWS cut page creation from ten hours to thirty minutes. 📍September 17, 9:30 AM | Moscone West, Room 3022 https://lnkd.in/gNEGBmJk 4️⃣ Frontier Agents: How We Build, Measure, and Ship 👉 Henry Hopcraft and Connor Davis explore how Gradial builds, measures, and ships agents that run unwatched at scale in this breakout session. 📍September 17, 11:30 AM | Metreon AMC, Theatre 9 https://lnkd.in/gf-JvaME Add us to your agenda before it’s too late. See you at Dreamforce 2026 🔥 Salesforce #Dreamforce2026 #AgenticMarketing #MarTech
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Scott Brinker shared thisDo you own your martech stack — or does it own you? The answer to that question pivots on the optionality you have — *actually* have, not just in theory — to move your data and processes from one platform to another, when you want, where you want. Waiting until you need an official "migration" puts you in the awkward position of only discovering what's not to going to move until you've already committed to moving. That's waiting until you're crossing the ocean before checking your boat for leaks. Finding the skeletons in your stack closet at the migration stage is a perennial source of missed expectations, slipped timetables, and out-of-budget expenses. I've seen this. A lot. And it's not just wholesale migrations. The martech stack is incredibly fluid these days, so having the optionality to confidently move things around, giving you greater adaptability and agility in your stack's evolution, is a competitive advantage. Which is why I was super (Supero?) excited when Dan told me about the new venture he's launching and showed me an early demo of his product to give people much greater control and visibility over the key platforms in their stack. So I am happy to serve as an advisor to SUPERO. It's your stack. You should own it. P.S. Dan's going to be UNBOUND in a few weeks — reach out to him if you want to meet up to learn more.Scott Brinker shared thisThrilled to have Scott Brinker joining SUPERO as a strategic advisor. Scott basically wrote the book on martech and platform ecosystems, and his HubSpot experience is exactly the kind of thinking we need as we build out Portability Intelligence. Excited for what's next.
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Scott Brinker shared thisSaying "human-in-the-loop" is kinda like saying "use AI." Let's be a little more specific. 😀 In this week's chiefmartec newsletter, I suggest a way to clarify that by looking at two dimensions of human-in-the-loop steps: 1. How much expertise is required of the human? 2. How much time do we give them to think about it? It's a little hand-wavy of an analogy, but I think this approximates the way we think about where and how we apply AI models, not just from a capability perspective, but factoring in the economics too: Human expertise ≈ model capability Human thinking time ≈ inference-time compute (tokens) The answer to those "how much" questions is really a function of what we're expecting from a human-in-the-loop step. To illustrate this with my analogy, I drew a 2-dimensional graph where the x-axis increases effort and the y-axis increases expertise, and then divided it into 4 quadrants, creating a 2x2 map: low expertise/low effort → Verification low expertise/high effort → Consideration high expertise/low effort → Discernment high expertise/high effort → Wisdom It's also worth explicitly defining the placement of the human-in-the-loop — because "in" isn't necessarily in: Human-in-the-loop: AI pauses for human input. Human-on-the-loop: AI acts, human monitors. Human-at-the-edge: only exceptions escalate to a human. Human-before-the-loop: human establishes policies, goals, boundaries, examples. Human-after-the-loop: human audits outcomes and improves the system. This helps us clarify "human-in-the-loop" as a more precise building block in the design and architecture of our agentic workflows. If you get a chance to read the latest issue, I'd love to hear what you think. Thanks!
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Scott Brinker shared thisA great history of the CDP saga wrapped in a Star Wars riff? What's not to love? Kudos Joe Pulickal! 🙌
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Scott Brinker shared thisKeep your content close. Keep your context closer.Scott Brinker shared thisThe godfather of martech is heading to Orlando. We are excited to announce that Scott Brinker is coming to Sitecore Symposium 2026. From defining Martec's Law to curating the marketing technology landscape for over 15 years, few people understand where martech is heading better than Scott. This November he joins us in Orlando and we are very glad to have him. Register now: https://siteco.re/4pKNKE3 #SitecoreSYM #SitecoreAI
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Scott Brinker shared this"The real shift is happening under the hood!" 🔧 That's the truth about marketing and martech this year. It's not just a tune-up. It's more like Doc Brown outfitting the Delorean with a nuclear reactor and the ability to travel through time. 😀 But seriously, the shift of martech from a stack of applications — an image of a late-stage game of Jenga is a decent picture to have in your head — into a more fundamental and fluid layer of architecture is *the* meta-story I'm seeing across the entire industry. Gradial has built an agentic marketing operations platform native to that environment. After a number of fascinating conversations with Anish Chadalavada and team about how this works and what it all means for the future of martech, I am excited for us to get to discuss this live and in-person with you. Unlike a webinar, this is an event where space is *actually* quite limited. If you're going to be at Dreamforce and want to join this conversation with us, sign up in the link from Tara's post.Scott Brinker shared this🤔 What would 90 minutes with Scott Brinker at a booth at #Dreamforce offer you? A once in a lifetime opportunity to hear from "Godfather of Martech" himself. We're calling him the Godfather of Martech because, well, he basically invented the genre. He's joining our founders at Dreamforce for an unscripted conversation about where marketing and AI are headed. The real shift happening under the hood! Tuesday, September 15th, 2:00 to 3:30pm. Moscone Center, Booth 205. We'll dive into the nitty gritty on how Gradial and Salesforce work together, in production today! See campaigns and personalized landing pages built in minutes, Agentforce Commerce at scale, orchestration across Salesforce and everything outside it, and review governance that holds up instead of just looking good on a slide. 👉 Spots are limited (aren't they always). Grab one here: https://lnkd.in/gRd5EDMe See you at booth 205 🐐Connect with Lead Industry Analyst & Gradial Founders at Dreamforce · LumaConnect with Lead Industry Analyst & Gradial Founders at Dreamforce · Luma
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