The 2024 MarTech stack — 90+ tools per enterprise, sprawling, brittle, mostly under-utilised — is in active collapse.
The 2030 stack is 70–80% smaller, 5–10× more capable, and built around AI agents. Five layers survive: identity & data substrate, AI orchestration, channel execution surfaces, autonomous analytics, and a thin human direction layer.
Most UK marketing teams are buying 2030 capability with 2024 procurement habits. Teams that consolidate aggressively in 2026–2027 will run faster, cheaper, and smarter than competitors carrying triple the tooling.
By Kasim Javed, CEO and Founder of Creative Marketing Group.