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Author: Karen Hittelman

Karen Hittelman is a freelance copywriter specializing in business-to-business technology marketing. From fast-growth startups to Fortune 500s, Karen’s clients appreciate her ability to create compelling copy for complex solutions—with no handholding required. She's been in business since 2004.

MarTech Overwhelm Syndrome: A Growing Concern Among B2B Marketing Executives

By Karen Hittelman

January 12, 2017

Do you suffer from Martech Overwhelm Syndrome? If so, you’re not alone.

Okay, I just coined that term. But I think it works well to describe a common ailment among marketing professionals. Namely, a severe form of stress brought on by the colossal number of marketing technologies available – and an inability to make smart decisions about which ones to use.

Scott Brinker talks about this problem in his blog, “Martec’s Law: the greatest management challenge of the 21st century.”  Martec’s Law is an idea Brinker came up with a few years back, which states that “technology changes exponentially, but organizations change logarithmically.” According to Brinker, figuring out how to handle the massive influx of marketing technologies is a very difficult problem.

In other words, faced with thousands of new and emerging technologies, how in the hell are marketers supposed to keep up?

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