December 2011

You are what you don’t automate

“You are what you don’t automate,” one of ion’s engineers commented in a meeting the other day. It was in the context of a series of time consuming, manual steps that had to be done for a particular task. He attributed the adage to super-programmer Jeff Atwood, although I’ve not been able to find the reference. It struck me as a brilliant way to frame the challenge of marketing automation. See, in software engineering, most …

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Why marketers should learn how to program

If you work in marketing, you might want to learn a little computer programming. Buy a book. Watch a screencast. Check out Codeacademy. No, really. Suspend your incredulity for a minute. I’ll explain… It’s not because you should have to roll up your sleeves and start writing your own marketing software. I’m the first to acknowledge that not every marketer needs to become a technologist. However, I do believe that every marketer should develop a …

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Follow the money from IT to marketing

Gartner recently released its report on IT predictions for 2012. The subhead of their press release boldly calls out their most stunning conclusion: predictions show IT budgets are moving out of the control of IT departments. Garner predicts that by 2015, 35% of enterprise IT expenditures will be managed outside of the IT department’s budget. Let that sink in for a moment. “The continued trend toward consumerization and cloud computing highlight the movement of certain …

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A brief, hand-wavy history of marketing fragmentation

Earlier this year, I gave a presentation at Search Insider Summit on the topic of marketing mash-ups. It was a whirlwind tour of how marketing started from a single discipline and, over the years, fragmented into a dizzying array of specialties and subspecialties. It also offers a few ideas for how we can turn this fragmented landscape into a source of new cross-speciality creativity — and maybe, just maybe, unify marketing once again. Someone just …

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