Looking for the latest data on enterprise marketing technology spend? Look no further. Gartner recently released their CMO Spend Survey 2016-2017. It’s already been in the news because their report showed that marketing budgets climbed for another consecutive year, now up to 12% of total company revenue. It’s also received due fanfare because it shows […]
Gartner shares latest data on enterprise marketing tech spend Read More »
One of the more amusing moments at MarTech Europe in London was when Jeremy Waite — currently a strategic marketing evangelist at IBM, but previously with Salesforce Marketing Cloud and, before that, Adobe Marketing Cloud — presented the results of an experiment he conducted with IBM Watson. To answer the question, “Why Are All Marketing
6 marketing clouds walk into Dr. Watson’s psychology lab at MarTech Read More »
Back at the MarTech conference in San Francisco this past March, we conducted a study of marketing technologists with SapientNitro. After analyzing the data, Sheldon Monteiro, the global CTO of SapientNitro, and his team finally released their report from that research this week. It’s a terrific report — well worth the wait! You can download
Marketing technologist study reveals digital business transformation Read More »
Three years ago, I described a conundrum that I dubbed Martec’s Law: Technology changes exponentially, but organizations change logarithmically. As shown in the graph above, we know that technology changes at an exponential rate. This is the phenomenon of Moore’s Law — and, more broadly, Kurzweil’s Law of Accelerating Returns. But we also know that
Martec’s Law: the greatest management challenge of the 21st century Read More »
I’ve just returned from MarTech Europe in London, which was an incredible experience. I am immensely grateful for all of the amazing speakers who shared their insights and experiences with us — from ABB to Unilever — and I’ll have more to report from that event soon. But first: the opening day of MarTech Europe coincided
The State of Marketing Technology 2017 (hint: best-of-breed is big) Read More »
The following is a guest post by Sergio Maldonado, the founder and CEO of Sweetspot Intelligence. The above cartoon by Tom Fishburne was not part of the original article. I have seen the Emperor walking naked for too long, and I wish I could be that naive kid in the crowd. I do not believe
Analytics CEO makes a passionate case against marketing attribution Read More »
Wow, this year is flying by — and definitely without a dull moment in marketing technology. If you’re bored, you’re doing it wrong. And 2017 promises to be an even more spectacular whirlwind of change and innovation. Speaking of 2017, I’m excited to announce that the next MarTech Conference will take place in San Francisco
Call for speakers for MarTech 2017 in San Francisco Read More »
Dear Ken Wheaton, I read your editorial from October 3, Martech Is So Boring — and It Should Stay That Way, and felt compelled to respond. First, let me say how influential AdvertisingAge has been to me. Growing up in the 80’s, when my parents ran a small agency, I eagerly read copies at their
An open letter to the editor of AdAge on boring martech Read More »
Good news! Marketing technology — as a sector and a discipline — is starting to mature. “Massive vendor consolidation?” you might ask hopefully. Well, not necessarily — at least not in aggregate. I’ll let you know if we’ve finally passed peak martech (as I not-quite-predicted last year) once I start working on the 2017 version
Marketing technology utilization takes a major swing upward Read More »
As a rule of thumb, people wildly underestimate the number of marketing technologies they have deployed in their organization — sometimes by a factor of 2X, sometimes by a factor of 10X or more. “We use 2-3 marketing technologies,” they might answer in a survey, when in truth, they use more like 20-30 products from
Odds are your marketing stack is way bigger than you think it is Read More »
