Month: February 2014

Marketing’s intersection of complexity and accountability

While I don’t usually cover start-up launches on this blog — a space well-covered by TechCrunch and many others who are great at it — today’s Q&A with Jennifer Zeszut, CEO of Beckon, does correspond with the launch of their company yesterday out of “stealth mode.” Jennifer and I connected around a piece I wrote last year, 14 rules for data-driven, not data-deluded, marketing. I then found a brilliant Venn diagram she had on her …

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Complexity and Accountability

6 questions with SAP’s chief marketing technologist

When I posted my presentation The Marketing Technologist: Neo of the Marketing Matrix a few months ago, one of the people who commented on it was Nancy Fessatidis, VP of Marketing Operations at SAP: Great post Scott. The CMT role has served us well at SAP. We call this our Business Information Officer (BIO). It’s a critical role not just in Marketing but in every key line of business — to help translate our business …

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Andreas Starke, Marketing BIO at SAP

Software is the new channel middleman in marketing

The Internet was supposed to be The Great Disintermediation Machine, collapsing the relationship between marketers and customers from this: To this: And indeed, that disintermediation has happened in many businesses. E-commerce is now over a trillion dollars a year. While some of that goes through Internet retailers like Amazon, much of it is direct with brands themselves. For pure digital businesses, such as software-as-a-service (SaaS) subscriptions — where the marketer and the customer are separated …

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Software as a Channel (Expanded)

What if 1,000+ marketing technology vendors were the new normal?

Overcrowded. That was probably the most common remark to my latest marketing technology landscape. Well, aside from more colorful exclamations that decorum prevents me from repeating. And the truth is that this graphic, even with nearly 1,000 companies represented, was far from complete. There are hundreds of great companies that weren’t included: AppNexus, AdColony, Addroid, Adestra, Aginity, Ambassador, Amobee, Amplifinity, Avoka, and AWeber are just the ones beginning with the letter “A” that people noted …

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50 Year Trajectory of Hardware and Software

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