Avoid "Enshittification": Martech Scalability & Composable Solutions

1.      How can businesses strike a balance between adopting innovative tools and avoiding the risk of “enshittification” – where tools lose value over time? 

“Many businesses fall into the trap of seeing their tech stack as something they build and then leave alone. This simply doesn’t work in the modern business environment. Commercial needs change, customer expectations are in a state of constant flux and the rapid evolution of technology means new tools and platforms are launching all the time. Consequently, businesses that don’t have in place a process or review and renewal of their tech can find that the platforms they use degrade over time to the point that they hinder the effectiveness and efficiency of their company.

“Some monolithic solutions, which may have been cutting edge five or ten years ago, are now being used in ways they were never intended. On paper they may seem to do everything a business needs, but in practice, because the platforms have had to evolve far beyond its original design, the user experience and functionality has suffered.

“Embracing composable solutions can be the best approach. Businesses can choose the services they need from a range of different suppliers and build a tech stack tailored exactly to their needs. When these needs change, they can easily swap in tools they now need.”

2.      How can businesses identify and prioritize platforms that enhance workflows and improve usability over those driven by vendor hype? 

“Nothing beats talking to people who have practical experience of using a platform. Listen to your team, particularly your developers, what have they used? What have their colleagues and friends used? Most businesses will have a range of client case studies on their websites. There’s nothing wrong with reaching out to individuals at these companies to see what they really think. Although don’t just ask the CTO or senior managers - real insights into how a platform performs will be found in the team members who use it on a day-to-day basis.” 

3.      What strategies can organizations use to avoid becoming too dependent on monolithic systems that might degrade in functionality over time? 

“It’s really important to avoid being locked into a long, inflexible contract with a monolithic provider. Many of these companies trade on their name - the safety, long term stability and fixed resourcing can all be very attractive but it comes at a cost - freedom of choice.

“If you feel you have no alternative but to choose a monolithic provider, ensure that there are break clauses. It may cost you more upfront but this may pale in comparison to, in a few years, being saddled with a solution that inhibits or damages your business’ operations.

“Ideally, go down the composable route and choose a host of suppliers that offer more flexible terms.”

4.      In what ways can businesses ensure that their martech solutions remain scalable and future-proof, even as technologies and market needs evolve?

Scalability and future-proofing require flexibility at the core of any martech strategy. Businesses should focus on adopting modular solutions that allow them to evolve with market changes rather than being locked into rigid systems. The key is to select technology that integrates seamlessly with emerging tools, ensuring adaptability as new innovations enter the space.

A composable approach is particularly effective in this regard. When companies can build a stack that meets their exact needs - rather than conforming to an all-in-one solution that may not keep up - they gain the agility to scale efficiently. Storyblok, for example, follows this principle by providing a headless CMS that integrates effortlessly with various technologies, allowing businesses to future-proof their content operations without unnecessary technical debt. Regularly assessing the martech stack and ensuring that each tool continues to add value is also critical. When businesses take a proactive approach to evaluating their technology, they can ensure it grows with them rather than becoming an obstacle to progress.

5.      Why is it important for companies to champion integrations, and how can they ensure their tools work seamlessly with a variety of systems and platforms? 

Integrations are fundamental to building an efficient and scalable martech stack. A company’s ability to connect different tools determines how well data flows across teams, how seamless workflows become, and ultimately, how effectively they engage with customers. Without strong integrations, businesses risk creating silos that slow down processes and limit their ability to respond to changing demands.

Choosing technology that is API-first and built with interoperability in mind is key. Solutions that embrace an open approach enable businesses to connect with the platforms they already use rather than forcing them into a single ecosystem. Storyblok takes this approach by allowing brands to integrate their content seamlessly across various digital channels, ensuring they maintain flexibility as their tech stack evolves. When companies prioritize solutions designed for connectivity, they set themselves up for long-term success, avoiding the inefficiencies that come with disjointed systems.

6.      How can marketers collaborate with tech vendors to ensure their tools remain effective, user-friendly, and responsive to changing needs?

Strong collaboration between marketers and tech vendors is essential to ensure that tools continue to meet real-world needs. The most effective platforms are shaped by ongoing feedback from the people who use them daily. Marketers who actively engage with their technology partners—by sharing insights, participating in early product discussions, and advocating for usability improvements—play a role in shaping solutions that align with evolving business goals.

Technology should enhance efficiency rather than introduce complexity. Vendors that prioritize user experience and flexibility, like Storyblok, understand the importance of building solutions that adapt to how businesses work, rather than forcing them into rigid processes. When marketers establish a two-way dialogue with their tech providers, they not only improve their own workflows but also contribute to the development of tools that drive better outcomes across the industry.