Massive marketing technology has come a long way over the last few years. And if you don’t believe that statement, you’ll want to hear what Scott Brinker has to say.

The co-founder and CTO of interactive content provider Ion Interactive previously posted an outlook at the general marketing technology landscape, and somehow crammed it all into one detail-oriented chart, which you can find below. There are well over 2,000 companies involved in this post, and that has led to some confusion when it comes to sorting, even with their categorization.

Brinker’s point with the report was to show just how much it’s grown, with so many companies involved, according to VentureBeat. “I didn’t mean to scare the beejeezus out of everything,” he stated, speaking at VentureBeat’s GrowthBeat Summit in Boston this week.

He began scoping out this landscape way back in 2011, when there were only 100 companies. That means thousands jumped into the industry over the last four years, creating an overabundance of involved partners and marketers. Brinker also noted that even a relatively new category of interactive content can see a number of players, with more than 70 companies involved.

Brinker then explained what’s behind this explosion of the Landscape, with more products, media channels and ways to build and adopt software. He also noted that companies received a great deal of funding, with more than $30 billion in investment expected over the next three years.

He believes, though, that “the tech is a distraction,” and that marketing itself is changing “in fundamental ways.”

What started as a “business of communications,” relying on basic copywriting, has built more into a “business of experience,” where marketers address consumers through every step of a “journey,” from considering a purchase to coming back for repeat business. In short, story has become a part of technology.

This is where people within companies need to step up to keep the story going, according to VentureBeat CEO Matt Marshall. This includes a number of items in the code, like software, interaction and configurations to consumer’s needs. “In a digital world,” he noted, “software is your hand and eyes.”

Don’t be surprised if this chart manages to grow even further over the next few years. Brinker’s going to need a bigger page.