A beauty contest for marketing clouds, but buyers resist monogamy

Buyer Pains for Marketing Clouds

Apologies for that metaphor — admittedly wrong on so many levels. But bear with me. Last week, Forrester announced their "wave" report for enterprise-class marketing clouds. Officially, it was a report on enterprise marketing software suites (EMSS). But since at least half of the vendors evaluated refer to their offering as a "marketing cloud," it is popularly framed as part of the epic of our time, Star Wars: Episode VII — The Marketing Cloud Wars. Congratulations to Adobe and Continue Reading...

Call for speakers for MarTech 2015 — share your brain!

MarTech 2015 in San Francisco

The marketing technology world is on fire! And I mean that in a good way. Billions of dollars in investment. Billions of dollars in revenue. Big IPOs. Big partnerships. A new generation of marketing leaders. Hundreds of software programs entwined in marketing’s “new normal” of daily operations. And those are just a handful of stories […]

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$20 billion global market for marketing software today

IDC Forecast Worldwide Marketing Software 2014-2018

How big is the market for marketing software today? Gerry Murray at IDC has an answer to that question, which he announced in a blog post last week: $20.2 billion here in 2014. He expects that the market will have a compound annual growth rate (CAGR) of 12.4% for the next five years, resulting in […]

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A STEAM engine to create marketing technologists for the future

STEAM

Almost everyone you meet in technology is an advocate of more STEM education — science, technology, engineering, and math. We appreciate that (a) technology careers are relatively stable and pay well; (b) the demand for technologists exceeds their supply, which is a real challenge when you’re looking to hire more technology talent; and (c) our […]

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It’s not just MarTech: FinTech, LegalTech, HRTech, etc.

FinTech

It’s been said that the explosion of software vendors in marketing is an anomaly. Certainly if you compare that with enterprise software markets as we knew them ten years ago, that’s true. People look at my landscape of nearly 1,000 marketing technology vendors — which is only a representative sample — and shake their heads […]

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4 marketing automation vendors, 1 stage, 0 casualties

The Future of Marketing Automation Panel

Yesterday, I moderated a panel on “the present and future of marketing automation” at MarketingProf’s B2B Forum with Atri Chatterjee, CMO of Act-On; Jon Miller, co-founder and VP marketing of Marketo; John Stetic, group VP products of Oracle Marketing Cloud; and You Mon Tsang, CEO of OutMarket (formerly the Vocus Marketing Cloud). Dashing the hopes […]

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How 9 brands think of their marketing technology stacks

The State of Marketing Technology Stacks from 9 B2C Brands

Last month, the CEB assembled a two-day meeting of “chief marketing technologists” from nine Fortune 500 consumer brands to have a confidential exchange among peers. I was the only outsider who was permitted to participate, as I facilitated the segment of their discussion around marketing technology stacks — in particular, exploring issues around single-vendor suites, […]

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8 discoveries from our marketing technologist survey

Marketing Technologist and CMTO Skill Sets

What is the profile of a marketing technologist? The prominence of marketing technologists and the chief marketing technologist (or CMTO) role has greatly expanded over the past six years. Just in the past year, the topic has been featured in an article in the July-August 2014 edition of the Harvard Business Review, and the first […]

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SDL’s CMO on data-driven decisions, marketing and IT, and customer experience

Paige O'Neill

In today’s Q&A, I had the privilege of hearing from Paige O’Neill, the CMO of SDL, one of the top providers of customer experience management (CXM) software. Paige has had extensive experience across the marketing technology landscape, and it was fascinating to hear her perspective on how it’s changed — and is still evolving. Can you […]

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Over $21.8 billion of funding for marketing technology

Marketing Technology Funding September 2014

Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim, […]

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