Scott Brinker

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The martech industry has spent a decade building bigger and bigger silos. 🧱

But what happens when the walls finally start coming down?

(Spoiler: It’s not just about better integration; it’s about a total shift in how we think about data ownership. 🙌 )

I’ve spent the last few months talking to CMOs who are exhausted by the "integration tax"—that hidden cost of time and money spent just trying to get two tools to talk to each other. It’s like buying two cars and realizing you have to build a custom bridge just to drive from one to the other.

We’re moving toward a world where the "stack" isn't a collection of apps, but a fluid layer of intelligence.

Which is why I’m excited to be joining the team at SUPERO as a strategic advisor.

Dan and his team are building exactly what the industry needs right now: a way to stop being a slave to your platforms and start actually owning your processes. I saw an early demo last week and—honestly—it’s the first time in a long time I’ve been genuinely surprised by a piece of middleware.

It’s your data. You should be the one pulling the strings.

📍 I’ll be at the MarTech Conference next month discussing this in detail.

👉 If you’re going to be there, I’d love to catch up: [Link]

Would love to hear your thoughts on the "integration tax." Is it getting better or worse?

#Martech #DataOwnership #MarketingOps

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