Month: October 2019

A martech milestone: IT leaders embrace the upside of “shadow IT”

There are notable inflection points in the history of martech where you simply have to pause and say, “Wow, the world sure has changed.” Crossing more than 1,000 solutions on the marketing technology landscape in 2014 was one. Digital ad spend surpassing traditional ad spend earlier this year was another. And now here’s a big one: “shadow IT” is going from bad to good — even in the eyes of IT. Shadow IT is coming …

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Benefits of Shadow IT

The 10-years war between marketing and IT is over

I was reading Gartner’s latest CMO Spend Survey 2019-2020 — spoiler alert: average marketing budgets have fallen to 10.5% of company revenue and the percentage of the marketing budget dedicated to martech slipped from 29% to 26% — when something truly remarkable popped out at me. On page 20, Gartner included the chart at the top of this post, listing CMOs top supporters and top inhibitors. The IT Organization was the top of the top …

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Marketing and IT Make Peace

Martech is now a $121.5 billion market worldwide

Martech: 2020 and Beyond, a new report collaboratively produced by BDO, WARC, and the University of Bristol, estimates that the worldwide spend on marketing technology is $121.5 billion. Their report focuses on martech spending in North America and the UK, where they’ve sized the market as growing from $34.3 billion in 2017 up to $65.9 billion here in 2019. The $121.5 global estimate is an extrapolation given the spend in those two markets — which …

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Martech Budgets (US and UK)

Your martech community needs you: opportunities to speak at MarTech

This is my bi-annual call for leaders, practitioners, and pioneers across the marketing technology and operations community to send in proposals to present at the MarTech conference. Our next event will be in San Jose, April 15-17, and we’re accepting speaker nominations through November 8. The best way to truly master something is to teach it to someone else. Sharing your insights and experience in marketing technology and operations for the benefit of your peers …

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Speak at MarTech

The (near) future of marketing is decentralized

In Gartner’s most recent Marketing Organizational Survey for 2019 — how marketing leaders structure their teams today and how they expect them to change over the next several years — a remarkable finding popped out to me: 20% of respondents reported that they run some form of decentralized marketing organization today. By the end of 2022, however, a majority — 51% — expect they will have a decentralized structure in place. A 31 point jump …

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Decentralized Marketing Organizations

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