October 2014 - Chief Marketing Technologist

A beauty contest for marketing clouds, but buyers resist monogamy

October 28, 2014 / Marketing Software / By Scott Brinker / 4 Comments

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. …

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Call for speakers for MarTech 2015 — share your brain!

October 22, 2014 / Marketing Management / By Scott Brinker / Leave a Comment

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 that I’ve touched on over the past two months since our last MarTech conference in Boston. Imagine how much further …

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$20 billion global market for marketing software today

October 21, 2014 / Marketing Software / By Scott Brinker / 8 Comments

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 a $32.4 billion market by 2018. IDC breaks that market down into four broad categories: Interaction Systems — the majority …

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IDC Forecast Worldwide Marketing Software 2014-2018

A STEAM engine to create marketing technologists for the future

October 20, 2014 / Marketing Management / By Scott Brinker / 6 Comments

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 future as a nation and a global community will depend on the breadth and depth of these capabilities in our …

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

October 13, 2014 / Marketing Software / By Scott Brinker / Leave a Comment

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 in disbelief. I’ve made the case for why I think 1,000-plus marketing software vendors could be the new normal. Yet …

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4 marketing automation vendors, 1 stage, 0 casualties

October 10, 2014 / Marketing Software / By Scott Brinker / 1 Comment

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 of those who attended the auto-race to see fiery crashes, there was little bloodsport — to the fine credit of …

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The Future of Marketing Automation Panel

How 9 brands think of their marketing technology stacks

October 5, 2014 / Marketing Management / By Scott Brinker / 8 Comments

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, open platforms, and point solutions. With permission from the group, they agreed to let me share some of the insights …

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