Month: November 2019

Martech collaboration between marketing and IT, and the real impediments to martech success

Last month, I declared that the 10-years war between marketing and IT was over. This was in response to Gartner’s CMO Spend Survey 2019-2020 that showed a remarkable reversal in the relationship: IT went from being one of the “top inhibitors” to marketing’s vision and strategy to being a “top supporter.” Actually, IT vaulted into first place as now the very top supporter of marketing. This week, Gartner shared their new Marketing Technology Survey 2019 …

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Martech Management Between Marketing and IT

Two themes for martech stack leaders: collaboration and integration

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 …

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Omnichannel Martech Stack

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

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 …

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Size of Tech Stacks (Estimated vs. Actual)

What do martech and the Portuguese navy have in common?

About a month ago, I received an odd comment on my blog, “Martec’s Law was quoted by the Portuguese navy with respect to asymmetrical warfare. It is definitely a law now.” Huh? That mandated an immediate Google search. Sure enough, Martec’s Law had just appeared in Jane’s Defense Weekly — what AdAge is to marketers, Jane’s is to defense industry professionals — in the article, Portuguese Navy reveals existence of “tech guerrilla” unit. (Ironically under …

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Martec's Law in Jane's Defense Weekly

Why Lyft decided to build their own internal martech platform

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 …

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Lyft's Marketing Automation Platform

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