In this episode of SaaS Connect by Cloud Software Association, Scott Brinker, VP Platform Ecosystem at HubSpot, discusses consolidation vs. aggregation and what makes ecosystems great.


HubSpot, one of the first Martech tools on the market, offers software products for inbound marketing, sales, and customer service.


The lessons presented by Scott span the last ten years, from the start of Martech:

  • Disruptive innovation happens.
  • One chapter closes, another opens.
  • Categorization is hard.
  • It’s hard to know what will go viral.
  • Everybody has opinions.
  • System dynamics rule everything.
  • There’s an app for everything.
  • People don’t realize how many apps they depend on in their daily lives.
  • Great ecosystems are not fragile.
  • Growth of the Martech landscape over the last 10 years (5,233% from 2011 to 2022).
  • App explosion and adoption – on average, each company uses 300 SaaS apps.
  • Difference between consolidation and aggregation.
  • Layers of integration with aggregation.


Resources Mentioned:



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