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 …

Martech 2030 Trend #5: Harmonizing Human + Machine Continue Reading »

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 …

Martech 2030 Trend #4: From Big Data to Big Ops Continue Reading »

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. …

Martech 2030 Trend #3: The Great App Explosion Continue Reading »

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 …

Martech 2030 Trend #2: Platforms, Networks & Marketplaces Continue Reading »

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 …

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

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, …

Big Ops: Converging Digital Ops Domains and Toolsets Continue Reading »