83% of marketers rip-and-replace a martech app each year — here’s why

Martech Apps Ripped-and-Replaced

I’ve said many times that change is at the heart of modern marketing operations. It is at the very center of the “4 forces” diagram of The New Rules of Marketing Technology & Operations because it’s the dominant variable of our profession. And what’s the most common and concrete change in martech? Why changing martech […]

Enter The Stackie Awards 2020: Share your marketing stack with the MarTech community

MarTech Stackies 2020: Marketing Tech Stack Awards

If there’s one marketing awards program where the entire industry wins, it’s The Stackies. Each year, dozens of organizations enter a 16×9 slide that visualizes their “marketing stack” — the collection of martech software they use — and how they think about its structure. We then publish them all, ungated, for everyone in marketing to […]

The explosion of code — and “no code” — in marketing and martech, presented at TEDx Boca Raton

Scott Brinker's Martech Talk at TEDx Boca Raton

I love TED Talks. They have such a great format for packing a really interesting phenomenon, observation, or story into ~15 minutes of focused narrative. Giving one myself — even an independent TEDx Talk — has long been something I’ve aspired to. And so I was thrilled to have the opportunity to do so at […]

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

Martech Management Between Marketing and IT

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 […]

Two themes for martech stack leaders: collaboration and integration

Omnichannel Martech Stack

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 […]

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

Size of Tech Stacks (Estimated vs. Actual)

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 […]

What do martech and the Portuguese navy have in common?

Martec's Law in Jane's Defense Weekly

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, […]

Why Lyft decided to build their own internal martech platform

Lyft's Marketing Automation 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 […]

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

Benefits 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 […]

The 10-years war between marketing and IT is over

Marketing and IT Make Peace

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 […]

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