With 15,000+ MarTech vendors to choose from, how do you decide what's right for your organization? In this episode, Emma Storbacka talks with Kalle Heinonen and Gustav Malmqvist about the big architectural question: platform or composable?

They discuss how MarTech has evolved over the past 20 years, why so many companies are reconsidering their stack right now, and what role the data layer plays in all of this. The conversation also covers why metadata matters more than ever in the age of AI, and whether you can vibe code your own MarTech solution.

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(00:38) Intro

(01:57) Introduction and backgrounds

(07:51) How MarTech has evolved: from a handful of vendors to 20,000

(12:22) Why companies are reconsidering their MarTech stack

(16:31) Platform vs composable vs hybrid: the options

(19:21) MACH principles and composable architecture explained

(23:26) The benefits of a platform approach

(28:28) The data layer as the source of truth

(39:12) When platform ecosystems make sense

(43:33) Can you be half composable and half platform?

(45:57) Why metadata matters for AI and automation

(52:02) Can you vibe code your own MarTech solution?

(53:48) Where to find Kalle and Gustav