November 2022

Ever see the miniseries From the Earth to the Moon? Great story about the Apollo moon missions. I’m pretty sure it was in one of those episodes that I most remember the impactful difference between “unit tests” and “system tests.” Getting people on the moon required a huge number of different component technologies, many each breakthrough innovations on their own. But success depended on how well the entire system worked. All those components needed to …

Tech stacks are still large, but orchestration can make all the difference Continue Reading »

2023 will be a fascinating but challenging year for marketing. Macroeconomic headwinds are colliding with rising customer expectations for better digital experiences. Martech stacks are consolidating under economic pressure. Yet at the same time, major innovations with generative AI, first-party/second-party data, ecosystem strategies, and fragmenting media channels are driving important changes to marketing’s digital capabilities. On December 6 at 11am EST — 5pm CET and 8am PT — Frans Riemersma and I will give the …

What to expect in martech in 2023 and how to harness it to your advantage Continue Reading »

tl;dr — The State of Partner Ops and Programs is a “must read” report for martech. A month ago, I wrote about how channel, partner, and ecosystem tech is one of the hottest categories in martech today. As businesses become increasingly interwoven with each other in serving customers in a digital world — where nearly everything can be adjacent to everything else — a whole wave of new opportunities for innovation are opening up. The …

Partner Ops: The forgotten ops that’s suddenly thriving in the ecosystem era Continue Reading »