I can remember sitting at work, a few years ago at a former employee that made cutting edge marketing technology when it hit me: “We are a Silo.”  There is nothing wrong in making great products that meet the needs of customers however have you ever looked the marketing technology lumascape for 2015 with almost 2000 different products in it(see below).

Martech Landscape 2015

Martech Landscape 2015

Disruption in the market is here as we are moving away from silo/ closed systems to more open – minded network systems.  This means that when a company feels the need to purchase new technology the question should not be: Which CRM System Do I need?  Rather the conversation needs to be taken from the helicopter point of where it isn’t about single products with comparable features.

 The questions that needs to be asked is: How does your technology ecosystems deliver value to my organization?

This shift in mindset inside organizations has already begun and needs to continue.

Why is this important?

The reason this movement to ecosystems of technology that are embedded tightly with each other is more important that cherry picking single products from multiple vendors is simple.  Disruption, maturity and cost.  Stand alone silo products don’t stand a chance to deliver and drive value across an entire organization as the next new wave of technology being adopted in the marketing place.

I am thinking particular about machine learning and predictive analytics. These technologies will help drive a new type of productivity and a new level of marketing and sales.  The only real downside to getting these silo busting technologies adopted in your organization is your data.

If your data is spread across silos it is more difficult and expensive to adopt towards the new technologies as it adds more complexity than necessary.  Up until now having data in silos may not have been felt as a such a large negative but we have awaken to the fact that data is a living and breathing part of the organization and needs to cared for just like people do.

What Is A Technology Ecosystems Look Like?

Microsoft has an amazing ecosystem of products that are being deep linked across the stack, see below:

Think ecosystem not products

Think ecosystem not products

These tools developed by Microsoft were also at one time stand alone products but now Microsoft has been investing heavily to bind together these products into a powerful, value driven, living and breathing ecosystem. This ecosystem is apart of vision that is being realized inside and outside of Microsoft and this ecosystem can deliver value to organizations today, tomorrow and many years in the future.


Technological ecosystems trump single product which represent the classic silo solution.  We have moved away from this closed and selective mindset to open network systems and mindsets. A key take away that is unfolding is that organizations need to think holistically and stop cherry picking products and adding unnecessary complexity to an already complex world.

 I have a simple saying: All companies need is an ecosystem and people that can dream alittle