Marketing Management

Just last month, I wrote that salestech is the new martech, and that it’s supercharging both professions. Here’s more data to support that case. First, the 2021 Enterprise SalesTech Landscape above, produced by Nancy Nardin of Smart Selling Tools, was released last week. It now features 1,078 solutions across 45 unique categories. It reminds me of when the 2014 Marketing Technology Landscape hit ~1,000 companies. It was a real inflection point in the martech industry …

More evidence that the Golden Age of Salestech has arrived Continue Reading »

Bubble is one the leading no code platforms for building web apps. The team at Blue Green and I dabbled with it a bit for producing The Martech 5000 online database last year, and I was impressed by its power and flexibility. (For a richer example of what can be built, check out Martechbase, built entirely in Bubble by the amazing Agu Rejón, head of marketing technology at Velocity.) Bubble recently published a No-Code Census …

No code app creators, startups, and the future of enterprise marketing Continue Reading »

Hot off the presses, I just read Ask Your Developer: How to Harness the Power of Software Developers and Win in the 21st Century by Jeff Lawson, founder and CEO of Twilio. It is, by far, the best book I’ve read explaining the real dynamics of modern software to business executives. The core premise: in a digital world, every company is a software company. Which means every company must get really good at building software. …

Any CMO who wants to understand how to really harness martech should read this book Continue Reading »

Anyone can cook. Anyone can create. In August of last year, Emily Jacobsen, an elementary school teacher, posted a musical ode to Remy, the talented rat chef star of Disney-Pixar’s Ratatouille, on TikTok. “Remy, the Ratatouille, rat of all my dreams!” It caught the attention of Daniel Mertzlufft, a composer and arranger, who orchestrated her mini-song in the style of a grand “Act Two Finale” from a Disney musical and posted it back. Suddenly, the …

What a TikTok musical teaches us about the power of “no code” citizen creators 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 7. Each of these five trends in marketing technology and operations on their own will have …

Martech 2030 Conclusion: The Age of the Augmented Marketer 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 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 »