Marketing Management

A colleague recently alerted me to an article in Marketing Week that shares new data from a Forrester report by Chris Stutzman: An astonishing 75% of chief marketing officers plan to rearrange their teams by the end of this year, according to a study seen exclusively by Marketing Week. Why? Because new forms of media and communications are having such a fundamental effect on business that the customer is closer to becoming king than ever …

75% of CMOs rearranging their teams in 2011 Continue Reading »

A headline on Computerworld this morning caught my eye: Apple’s iPad 2 provokes IT anxiety. I can imagine the iPad stirring up a lot of reactions — including mere indifference — but anxiety? That seems incongruous. Unless maybe you’re HP, Motorola or Samsung. But the article starts off with, “As exciting as the new iPad 2 is bound to be for both consumers and business users, some IT executives who will have to support the …

The tyranny of consumerization. Really? Continue Reading »

In case you haven’t seen it yet, Chris Kuenne wrote a terrific guest editorial in Ad Age a couple of weeks ago: Four Talent Categories You Need to Win in a Connected World. This is one of the best articles I’ve read yet that focuses on how the structure of the marketing organization needs to — and is finally starting to — change. He makes an apt analogy comparing the old approach to football teams …

A Rubik’s Cube structure for the marketing department Continue Reading »

Want to know the formula for success? Here it is: This was published by marketing metrics master Pat LaPointe earlier this week in his Metrics Insider column. Read the full article for his accompanying explanation and insight. Success is the sum of all your experience finding insights, transforming them into action, and trying to create more value than the resources you consume in the process. And then all of this is raised to the power …

A marketing-math geek’s formula for success Continue Reading »

This is both an anniversary post and a state-of-the-market update. Three years ago, I launched this blog to focus on marketing technology — and perhaps more importantly — the new professionals emerging at that intersection, marketing technologists. At the time, I did a quick Google search for a couple of phrases: “chief marketing technologist” and “director of marketing technology” to see how popular those job titles were. Both terms predated my blog, although neither was …

Got marketing technologists? 1,000-fold growth Continue Reading »

Aaron Levie, the CEO of co-founder of Box.net — and a self-acknowledged purveyor of “shadow IT” — wrote a terrific post for the Fortune Tech blog on CNNMoney.com today: To save the IT department, blow up the IT department. On a daily basis, a select group of individuals are making technology decisions on behalf of their entire organization. They’re implementing services to solve real business problems, sometimes under the guidance of their IT department, but …

Box.net CEO: The new reality of IT lives outside IT Continue Reading »

Paul Dunay listed the rise of the marketing technologist as one of his 11 B2B Marketing Predictions for 2011. “Marketers for the last few years have been closet techno geeks, and it’s time for them to rise up — companies need digitally fluent marketers who can apply technologies to make marketing more measurable and scientific.” Hear, hear! So starting in 2011, I’d like to put a spotlight on these rising stars and launch a series …

Interview request for marketing technologists Continue Reading »

If ever you wanted evidence of just how sweeping and fragmented “marketing” is, try making a list of every kind of marketing out there. It starts simple enough, with search marketing, email marketing, product marketing, viral marketing — next thing you know, you have over a hundred terms! Inspired by a conversation with my friend Mark Kapij, I decided to put together such a list. To keep it somewhat manageable, I decided to only include …

131 different kinds of marketing Continue Reading »

Mary Meeker, the renowned Internet analyst at Morgan Stanley, just gave her presentation on Internet trends at the Web 2.0 Summit. Mary’s presentations are legendary because of the clear, data-driven insights she brings to what is a huge and highly chaotic market space. In this presentation, she posed 10 questions that Internet executives should ask and answer. The one I found most interesting was #4: Advertising. She advocates that advertising is still ripe for innovation …

50 billion reasons for marketing innovation Continue Reading »

“Shouldn’t all marketers be marketing technologists?” That’s a comment I’ve been hearing more frequently. One of the more interesting objections to my case for a chief marketing technologist is, “Shouldn’t the CMO be the chief marketing technologist?” I think there are two separate ideas being confounded here: 1. Marketers who are technology savvy. 2. Technologists who apply their skills in marketing. I know, that might sound like a subtle, nit-picky distinction. But there’s a big …

Marketing technologists make fire Continue Reading »