Marketing Management

At the end of last year, I wrote a series on 5 disruptions to marketing. I wanted to look beyond the typical kind of prediction posts that we are inundated with at holiday season to scope out the larger changes underway over the next 3-5 years: Digital transformation redefines “marketing” beyond the marketing department. Microservices & APIs (and open source) form the fabric of marketing infrastructure. Vertical competition presents a greater strategic threat than horizontal …

5 Disruptions to Marketing, Part 1: Digital Transformation (2018 Update) Continue Reading »

The following is a guest post by Stella Goulet, CMO of Avanade. Working on a marketing contract recently made me realize how complicated GDPR can be. Marketers can’t afford to sit back; we need to understand the implications of the European Union’s General Data Protection Regulation (GDPR) and address them now. If you’re not sure what GDPR is all about, you’re not alone. According to a study by the World Federation of Advertisers, 70% of …

4 things marketers should do about GDPR now (other than panic) Continue Reading »

Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. Let’s hear it for results! After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1% of company revenue in 2016 to 11.3% in 2017. And of particular interest to readers of this blog, the percentage of the …

Enterprise marketers spending 22% of their budget on martech Continue Reading »

Last month, we had an incredibly energetic audience of 1,600 professionals at the intersection of marketing, technology, and management at our MarTech East conference in Boston. It was so great to be back in Boston, where this all started just 3 years ago. If you weren’t able to attend, here’s your chance to catch the full 90-minute opening keynote block, including: A walk-through of The Grand View of Martech (a martech manifesto) Key data from …

Missed MarTech Boston? Watch the full opening keynote sessions now Continue Reading »

At the MarTech conference in Boston earlier this month, we unveiled the winners of The Stackies: Org Edition. 12 companies contributed slides illustrating how they approach their martech-enabled organizations, including Allocadia, CA Technologies, Dun & Bradstreet, The New England Journal of Medicine Group, Reduxio, and Uberflip. But not everyone was comfortable publicly sharing how their marketing organizations are structured. I understand. After all, “org charts” have traditionally been considered confidential. (Ironically, in the past, most …

Martech and the modern marketing org (study results) Continue Reading »

We kicked off MarTech East in Boston on Monday with an awards ceremony for The Stackies: Org Edition. While the previous versions of this awards program encouraged marketers to share visualizations of their marketing technology stacks, this one invited people to share ideas about how their marketing organizations are conceived. We wanted to shed light on the people-process points on the golden triangle of people-process-technology — and how they’re evolving with what new technology makes possible. …

12 org stacks reveal people-process-technology triangles at #MarTech Continue Reading »

Want to contribute to the MarTech community? We’ve extended the deadline of The Stackies: Org Edition to midnight on Friday, September 29. This is your chance to share your ideas on marketing structures and/or processes that take full advantage of what modern marketing technology makes possible. You’ve seen The Stackies: Tech Edition — dozens and dozens of examples of marketing tech stacks — each one a single slide that illustrates the different marketing technologies that …

Last chance to enter The Stackies: Org Edition to win #MarTech glory Continue Reading »

The world’s three largest Internet companies are American: Google (Alphabet), Amazon, and Facebook. The fourth largest — actually the 9th most valuable company in the world by market capitalization — is the Chinese giant Tencent. The sheer scale of Tencent is almost impossible to comprehend — at least it was to me as a marketing technologist from the Western world. From a simple instant messaging service founded in 1998 (think AOL messenger, for those of …

72 hours in Shanghai in a parallel martech universe Continue Reading »

Three quick pieces of news on the MarTech conference coming up in Boston, October 2-4: Seth Godin has been added as a keynote speaker to the MarTech program, where he’ll do a special afternoon keynote on October 3, “It’s Your Turn to Engage: Embracing The Work That Matters.” Seth is truly inspiring for all of us wrangling a new frontier of marketing and innovation, and I’m sure his presentation will be a fantastic way to …

Seth Godin now a MarTech keynote + last week for beta rates Continue Reading »

I have an allergy to hype. I know, that’s an unfortunate condition given that I’m in the field of marketing technology. It’s like being a lactose-intolerant maître fromager. Luckily, the symptoms are relatively mild — mostly involuntary rolling of the eyes and rapid finger twitching on the delete key. But I also have an addiction — I admit it — to stories of how marketing is changing. Not the hypothetical, buzzword-laden promises of change that …

Marketing + Technology + Management – Hype = MarTech Continue Reading »