Scott Brinker

The Martech Show Episode #10: Lessons from a Fortune 50 CMO on Agile Marketing, Martech & More

December 21, 2020 / The Martech Show / By Scott Brinker / Leave a Comment

Season #1 of The Martech Show concludes in Episode #10 with a terrific conversation with David Edelman, truly one of the the pioneers of modern, martech-powered marketing. David led the strategy and analysis practice of Digitas for the first wave of martech in the 2000’s, and then was a partner at McKinsey for the second wave of martech in the 2010’s. He joined as the CMO of Aetna in 2016, digitally transforming the organization through …

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Martech 2030 Trend #5: Harmonizing Human + Machine

December 7, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 6. A survey of marketers conducted in May 2020 found that 59% were concerned that AI …

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The Martech Show Episode #9: The Tech-Savvy CMO — Unicorn or Universal?

December 6, 2020 / The Martech Show / By Scott Brinker / Leave a Comment

For this 9th episode of The Martech Show, I was delighted to have Rishi Dave, CMO of MongoDB, join me for a conversation about his experience as a tech-savvy CMO. Prior to MongoDB, Rishi had served as the CMO of Vonage and Dun & Bradstreet. Before that, he led digital marketing for the enterprise group at Dell. Rishi, whose educational background was chemical engineering, has been one of the pioneers of martech-age marketing. For this …

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Martech 2030 Trend #4: From Big Data to Big Ops

December 3, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 5. It’s been said that data is the new oil. A better analogy is that data …

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Martech 2030 Trend #3: The Great App Explosion

December 2, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 4. The annual marketing technology landscape, produced since 2011, has been a source of heated debate. …

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Martech 2030 Trend #2: Platforms, Networks & Marketplaces

December 1, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 3. Our previous era of business thrived through chains. Value chains. Supply chains. Distribution chains. Linear …

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Martech 2030 Trend #1: “No Code” Citizen Creators

November 30, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 2. Fifty years ago, if you wanted to deliver a slide presentation, you needed a specialized …

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Martech 2030: Introduction to the Decade of the Augmented Marketer

November 29, 2020 / Marketing Management, Uncategorized / By Scott Brinker / Leave a Comment

Earlier this year, I collaborated with Jason Baldwin, global head of product management at WPP, on this project to describe five major trends in martech that would shape the decade ahead for agencies and brands. You can download our full paper, including many terrific interviews from WPP executives. I’m republishing it here as a 7-part series. This is part 1. The 2020s have had a tumultuous start. Yet for all the challenges of this year, …

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Martech 2030: 5 Trends for the Decade of the Augmented Marketer

The Martech Show Episode #8: The Martech Suite Strikes Back?

November 21, 2020 / The Martech Show / By Scott Brinker / Leave a Comment

Ben Bloom, a senior research director at Gartner who specializes in marketing technology management, joined me for Episode #8 of The Martech Show to share some surprising data from their latest report, Marketing Technology Survey 2020. The first surprise? A pretty significant shift in the preference for integrated suites over best-of-breed solutions. Like a 30 point shift from 29% in 2019 to 59% in 2020. After years of trending away from suites to best-of-breed, The …

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Big Ops: Converging Digital Ops Domains and Toolsets

November 15, 2020 / Marketing Management / By Scott Brinker / Leave a Comment

Ops is sexy these days. In martech land, it’s been a growing story around RevOps — revenue operations — that connects together marketing ops, sales ops, and customer success ops under one umbrella, often reporting up to a chief revenue officer (CRO) or chief customer officer. The coalescence of these functions has been driven partly by shared DNA — there’s some similarity in the kinds of work each of these ops teams performs (e.g., automation, …

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