A Grim Future for Email and Marketing Automation Platforms?
The emergence of "legless" MarTech architectures is going to have profound effects on engagement platforms in various channels. For outbound campaign messaging (email and marketing automation), those effects have been somewhat lagging, but will become paramount this decade.
I'd go so far as to say that Email Services Providers (ESPs) and Marketing Automation Platforms (MAPs) will not survive this decade in their current form.