How to "Pre-lease" vertical space in the Martech landscape

Jobs-to-be-Done in Action

For more context, see my previous post where I layout the entire model for developing a qualified lead

The Martech landscape is exploding!

People have built careers around a specific industry or technology; but are those days over? We used to build careers within a single company. With the increasing pace at which new technologies are developed, people are constantly switching gears to get a foothold into something that can quickly disappear. Seemingly great ideas suddenly vanish because the great idea could not find a problem that enough customers wanted to solve...they couldn't zero-in on the location of new value.

We need to find a way to align these new developments to problems that customers are trying to solve more quickly, and more accurately to bring some stability to an increasingly unstable environment

The Marketing Technology Landscape Supergraphic (2020): Martech 5000 is actually 8000 brands that are trying to win in a confined space. They are trying to incrementally improve u…