Executive summary
The landscape grew 9% to 15,384 tools in 2025. Additions outnumbered removals roughly two to one, and most of the churn was older tools.
Key findings
- 15,384 Tools in the landscape
The 2025 landscape counted 15,384 tools, 9% more than the 14,106 in 2024. - 2,489 Tools added
The authors added 2,489 tools that qualified. - 1,211 Tools removed
They removed 1,211 tools because of acquisition or closure, a churn rate of 8.6%. - two-thirds Older tools drove removals
About two-thirds of the churn consisted of tools from 2010 to 2020.
Methodology
Annual census by Scott Brinker (Chiefmartec) and Frans Riemersma (Martech Tribe) of marketing technology products, with products added and removed each year. The count is of products, not of usage or revenue.
Since 2011, Scott Brinker of Chiefmartec.com has produced a graphic of the marketing technology landscape, now with Frans Riemersma of Martech Tribe. The 2025 edition was reported by MarTech on May 9, 2025.
How to read it
It is a census of products the authors qualify as martech, not a measure of how many are in use or how much is spent, and the authors choose what counts. The article we read does not describe the methodology in detail, and a downloadable graphic shows all 15,384 logos. A growing count does not by itself mean more choice for a buyer: the report notes that two-thirds of the tools removed were from the previous decade.