Month: November 2019

The following is a guest post by Tony Byrne, founder of Real Story Group and popular speaker and workshop leader at the MarTech conference series. The above graphic is Real Story Group’s Omnichannel Stack Reference Model. Earlier this autumn, Real Story Group convened two-dozen martech/CX stack owners from among our larger subscribers for two days of confidential discussions around what’s working well (and less well) within their enterprises. Although the conversations were private, we were …

Two themes for martech stack leaders: collaboration and integration Continue Reading »

The editorial staff here at chiefmartec.com (looking in the mirror) are rather obsessed with martech stacks. What’s in them? How much is controlled by IT or marketing operations? How do marketers think of them? How many apps in them support self-service users? How big are they? Blissfully recently published their SaaS Trends: IT & Compliance Edition 2019 report, and it was chock full of interesting insights into the current state of tech stacks. Not just …

Your martech stack is probably 2X as big as you think it is Continue Reading »

A few months ago, I read a fascinating article published by the Lyft Engineering team on Medium, Building Lyft’s Marketing Automation Platform. While we know there are a lot of homegrown martech systems in the wild, it’s rare for them to be described publicly. I’ve referred to them as “dark martech” because of that lack of visibility across the industry. Yet like dark matter, there’s reason to believe that these custom-built apps make up a …

Why Lyft decided to build their own internal martech platform Continue Reading »