{"id":10412,"date":"2025-10-10T22:49:04","date_gmt":"2025-10-10T22:49:04","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10412"},"modified":"2025-10-10T22:49:04","modified_gmt":"2025-10-10T22:49:04","slug":"martech-stacks-evolve-through-capabilities-not-tools","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10412","title":{"rendered":"Martech stacks evolve through capabilities, not tools"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/ability-cloud-links-happy-technology-800x533.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" loading=\"lazy\"\/><\/div>\n<p>\u201cRIP SaaS, hello AI\u201d has become a popular refrain online, implying AI will replace SaaS. That framing, however, overlooks how martech stacks actually work.<\/p>\n<p>The debate between SaaS and AI has sparked endless speculation: Will one overtake the other? Will software vendors fade as AI matures? Those questions sound bold, yet they overlook the real issue.<\/p>\n<p>A future-ready stack isn\u2019t defined by which software category you adopt but by how effectively you manage its output \u2014 regardless of the underlying technology.<\/p>\n<p>AI doesn\u2019t replace SaaS. Both belong to the same continuum of how businesses build technological capabilities to execute and adapt.<\/p>\n<p>The real shift leaders need to make is simple but profound: stop viewing the stack as a collection of tools and start managing it as a portfolio of capabilities.<\/p>\n<h2 class=\"wp-block-heading\">What\u2019s new and unique about AI?<\/h2>\n<p>AI agents introduce a new class of technology built on large language models rather than traditional code-and-database architectures. The challenge is in producing predictable outcomes.<\/p>\n<p>Because AI is adaptive and probabilistic, its strength is augmentation \u2014 enhancing human and system performance \u2014 rather than full replacement.<\/p>\n<p>AI agents are most effective when designed for a specific, well-defined task. Their focused scope allows them to deliver reliable results within clear boundaries.<\/p>\n<p>Platforms like n8n, relay.app or gumloop offer a range of agent templates that handle highly granular tasks, such as:<\/p>\n<ul class=\"wp-block-list\">\n<li>Newsletter automation (personalized send times, content repurposing).<\/li>\n<li>Lead cleansing and enrichment (checking email validity, adding missing firmographic data).<\/li>\n<li>Outreach sequencing (AI-personalized follow-ups triggered by behavior signals, social monitoring, lead qualification).<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <a target=\"_blank\" href=\"https:\/\/martech.org\/7-tips-for-getting-started-with-ai-agents-and-automations\/\" rel=\"noopener\">7 tips for getting started with AI agents and automations<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\">Is SaaS very different from AI?<\/h2>\n<p>Yes and no. SaaS, by design, operates through rule-based systems that deliver predictable outcomes. You know what you\u2019ll get and it scales reliably. In that sense, it behaves differently from AI.<\/p>\n<p>Still, SaaS \u2014 like AI \u2014 has never truly been about the tools themselves. For years, analysts evaluated best-in-class software but rarely examined how brands actually used those tools. The prevailing assumption was that the technology was underperforming if every feature wasn\u2019t used.<\/p>\n<p>In most SaaS products, <a target=\"_blank\" href=\"https:\/\/www.pendo.io\/resources\/the-2019-feature-adoption-report\/\" rel=\"noopener\">roughly 12%<\/a> of features account for the majority of usage, according to Pendo research. Gartner reports that only about <a target=\"_blank\" href=\"https:\/\/martech.org\/marketers-are-only-using-one-third-of-their-stacks-capability\/\" rel=\"noopener\">one-third<\/a> of available tools are used at all. Viewed through Pendo\u2019s lens, that level of adoption is surprisingly strong.<\/p>\n<p>Our own <a target=\"_blank\" href=\"https:\/\/chiefmartec.com\/wp-content\/uploads\/2024\/05\/state-of-martech-2024-report.pdf\" rel=\"noopener\">research at MartechTribe<\/a> reinforces this pattern: the value of SaaS lies less in the tool as a whole and more in the select features teams rely on most.<\/p>\n<p>Composability works much like Lego blocks \u2014 individual, interchangeable components that connect to form what\u2019s needed. Shadow IT and point solutions often filled those missing pieces, driving experimentation and innovation.<\/p>\n<p>This dynamic has long shaped the martech SaaS landscape, which has evolved into a long tail of specialized apps \u2014 with <a target=\"_blank\" href=\"https:\/\/martech.org\/martechs-long-tail-countless-tiny-atoms\/\" rel=\"noopener\">countless smaller apps<\/a> orbiting around a smaller set of core platforms. That trend is accelerating as AI models embed into more niche solutions.<\/p>\n<h2 class=\"wp-block-heading\">When to pick AI or SaaS<\/h2>\n<p>Both AI and SaaS now operate in increasingly atomized ways, making composability the daily reality of stack management. It\u2019s tempting to frame them as competitors, but that mindset doesn\u2019t reflect how they actually function together.<\/p>\n<p>Both operate under the same logic, yet their strengths differ.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>SaaS provides reliability and predictability \u2014 the solid foundation you can depend on.\u00a0<\/li>\n<li>AI offers flexibility and adaptability, adding a layer of creativity and responsiveness that SaaS alone can\u2019t deliver.\u00a0<\/li>\n<\/ul>\n<p>The two don\u2019t cancel each other out. They work in concert.<\/p>\n<p><a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/jasonmlemkin_which-apps-make-sense-for-vibe-coding-by-activity-7355329890079952898-1YXC\/\" rel=\"noopener\">Jason Lemkin<\/a> described this contrast through the idea of vibe coding.<\/p>\n<ul class=\"wp-block-list\">\n<li>SaaS is steady, dependable and forms the backbone you build on.<\/li>\n<li>AI, by contrast, is probabilistic. It can surprise you, sometimes brilliantly, sometimes frustratingly. That makes it less suited for replacement but exceptionally useful for augmentation.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"900\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png\" alt=\"Lemkin Scale of Vibe Coding\" class=\"wp-image-403604\"\/><\/figure>\n<\/div>\n<p>Scott Brinker <a target=\"_blank\" href=\"https:\/\/chiefmartec.com\/2025\/08\/1967-was-the-summer-of-love-we-will-remember-2025-as-the-summer-of-vibes\/\" rel=\"noopener\">expanded on Lemkin\u2019s concept<\/a> with a scale that illustrates how AI and SaaS are converging into a fluid fabric of capabilities. Within this fabric, SaaS platforms, AI agents, use cases, workflows, datasets and human skills interweave around customer journeys.<\/p>\n<p>The takeaway: capability management has become the actual currency of the stack \u2014 the smallest unit that determines how effectively your ecosystem performs.<\/p>\n<p><strong><em>Dig deeper: <a target=\"_blank\" href=\"https:\/\/martech.org\/why-marketers-need-to-master-capability-assessment-and-tool-procurement\/\" rel=\"noopener\">Why marketers need to master capability assessment and tool procurement<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\">What are capabilities exactly?<\/h2>\n<p>A capability is simply the ability to accomplish a task or job. It doesn\u2019t matter whether that job is enabled by a SaaS feature, an AI agent, a workflow, a dataset or a human skill. What matters is that the capability exists, can be relied on and integrates into the larger system.<\/p>\n<p>This is where leaders need a shift in perspective. For too long, stacks were like shopping lists of apps \u2014 CRM here, marketing automation there, plus a handful of AI pilots on the side. The result is bloat and tool sprawl.<\/p>\n<p>Step back, though, and those tools are just containers. What truly matters is what they allow you to do. Seen through that lens, a stack is less a static toolbox and more a living system of capabilities \u2014 constantly evolving as customer needs, competition and market conditions change.<\/p>\n<h2 class=\"wp-block-heading\">Organize your strategic capabilities<\/h2>\n<p>Viewed this way, stacks behave more like <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7335569257348390912\/\" rel=\"noopener\">solar systems<\/a>. Each has a center of gravity \u2014 the core platforms \u2014 with specialized apps, AI agents, workflows and human skills orbiting around them.<\/p>\n<p>Traditionally, SaaS has served as the backbone of these systems. You set the rules, the software executes them and the outcomes remain consistent. That\u2019s why SaaS has been so effective for CRM, billing, compliance and workflow automation.<\/p>\n<p>AI, however, operates differently. It can brainstorm, generate and respond in ways SaaS never could. But it also requires humans in the loop \u2014 because good enough isn\u2019t the same as correct every time.<\/p>\n<p>Together, these pieces form an org chart of capabilities. SaaS, AI and human skills sit side by side, each playing a distinct role. A <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/jacobbank_our-marketing-team-is-just-me-and-40-ai-activity-7332020052650586114-CMLR\/\" rel=\"noopener\">post<\/a> that visualized this concept went viral on LinkedIn in May.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"899\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-10.png\" alt=\"The new AI Agent Chart\" class=\"wp-image-403605\"\/><figcaption class=\"wp-element-caption\"><em><\/em><em>Source: MartechTribe LinkedIn post<\/em><\/figcaption><\/figure>\n<\/div>\n<p>The post showed a template for a SaaS startup\u2019s marketing team \u2014 <a href=\"https:\/\/www.linkedin.com\/posts\/fransriemersma_martech-ai-aiagent-activity-7332390555777187840-y4VL\" target=\"_blank\" rel=\"noopener\">organized by capability<\/a> rather than tool \u2014 allowing features, AI agents and human skills to combine seamlessly.<\/p>\n<p>While this template suits a SaaS startup, we found a similar pattern across 1,600+ global martech stacks \u2014 there\u2019s no one-size-fits-all model. Each organization assembles a unique mix of capabilities shaped by its industry, business model and company size.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"901\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-11.png\" alt=\"Source: MartechTribe Stack Database\" class=\"wp-image-403606\"\/><figcaption class=\"wp-element-caption\"><em><\/em><em>Source: MartechTribe Stack Database<\/em><\/figcaption><\/figure>\n<\/div>\n<p>Tests comparing capabilities across industries confirmed it \u2014 the differences are wide. This is the future of stack management \u2014 not tools, apps or categories, but capabilities organized around the jobs to be done.<\/p>\n<h2 class=\"wp-block-heading\">Manage your martech stack through capabilities<\/h2>\n<p>Advantage now comes from how you connect and apply what your tools can do. A martech stack operates as a living system of capabilities powered by SaaS, AI agents, workflows and human skills \u2014 each serving a clear purpose within the whole.<\/p>\n<p>It\u2019s not about how many tools you have \u2014 it\u2019s about how well they work together to drive real results. The companies that come out ahead will be the ones that treat managing capabilities like a strategic priority, adapting their systems as quickly as their markets change.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 pb-1\">\n<p class=\"inline-form-text text-center mb-0\">Fuel up with free marketing insights.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Email:<\/p>\n<\/div>\n<div class=\"col-12 col-lg-8 pe-lg-0\">\n<div class=\"form-nl-inline\"><\/div>\n<\/div>\n<div class=\"col-12 col-lg-auto\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/martech.org\/terms-of-service\/\" target=\"_blank\" aria-label=\"opens in a new tab\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/martech-stacks-evolve-through-capabilities-not-tools\/\">Martech stacks evolve through capabilities, not tools<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u201cRIP SaaS, hello AI\u201d has become a popular refrain online, implying AI will replace SaaS. That framing, however, overlooks how martech stacks actually work. The debate between SaaS and AI has sparked endless speculation: Will one overtake the other? Will software vendors fade as AI matures? Those questions sound bold, yet they overlook the real &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10412\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Martech stacks evolve through capabilities, not tools&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/image-9.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10412","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10412"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10412\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}