Marketing Management

Martech 2030 Trend #3: The Great App Explosion

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. …

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The Great App Explosion Iceberg

Martech 2030 Trend #2: Platforms, Networks & Marketplaces

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 …

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Platforms, Networks & Marketplaces

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

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 …

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No Code Jobs-to-be-Done

Martech 2030: Introduction to the Decade of the Augmented Marketer

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 1. The 2020s have had a tumultuous start. Yet for all the challenges of this year, …

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Martech 2030: 5 Trends for the Decade of the Augmented Marketer

Big Ops: Converging Digital Ops Domains and Toolsets

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, …

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Big Ops: Converging Digital Ops Domains

Martech 2030: Five Trends in Marketing Technology for the Decade of the Augmented Marketer

Four months ago, I started a collaboration with Jason Baldwin, the global head of product management at WPP, to write a paper on the major trends in marketing technology that we believe will shape the decade ahead for agencies and brands. It wasn’t about guessing our own “hype cycle” of individual technologies. There are plenty of those predictions out there, and I’ve never found them particularly helpful for executives trying to shape their long-term strategies …

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Martech 2030: Five Trends

Bending Martec’s Law: 2020 has taught us we’re more agile than we thought

Holy cats, 2020 has been a crazy year. And it’s not over yet. (cringe) But for all the terrible things this year has besieged us with, it’s also revealed something encouraging. We — as individuals, but perhaps more remarkable as organizations — are capable of adapting to change on a much faster time scale than we previously expected. “Digital transformation” has been a hot topic for at least a decade. For companies at any real …

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Bending Martec's Law

The larger your martech stack, the better your marketing performance? Maybe

I recently talked with Benjamin Bloom, senior director analyst for marketing technology and emerging trends at Gartner, around a report he recently published on Marketing Technology Drivers of Genius Brand Performance. (There’s a summary of the report in a blog post Ben wrote, Few “Genius” Brands Successfully Integrate Best-of-Breed Solutions Into a Cohesive Martech Roadmap.) “Genius” in this context is a Gartner-specific definition. They’ve developed the Gartner Digital IQ Index to benchmark the digital performance …

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Gartner Digital IQ vs. Martech Stack Size

Announcing The Martech Show: Pilot episode on August 21 at 11am ET — join the live studio audience

Pop quiz, hot shot. You find yourself with a ton of important martech topics to cover, an amazing roster of talented leaders eager to address those topics with their peers, and no venue to gather them together with the broader martech community. What do you do? (An aside: I thought the sequel to the movie “Speed” should have been “Speed and Scale.”) Answer: Why, like everybody else stuck in their basement, start a podcast! Well, …

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In The First Golden Age of Martech, the US marketing ecosystem grew 50% faster than GDP

I’ve called the past decade of the 2010’s The First Golden Age of Martech. It was an explosion of both a new industry (martech) and a new profession (marketing technologists). I’ve spilled a gigabyte of digital ink on why this next decade will be The Second Golden Age of Martech (including a recent update on how platform dynamics are driving this next wave). But today, I want to share with you the nice quantified measure …

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US Marketing Ecosystem Growth from 2010-2019

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