Yesterday, I moderated a panel on “the present and future of marketing automation” at MarketingProf’s B2B Forum with Atri Chatterjee, CMO of Act-On; Jon Miller, co-founder and VP marketing of Marketo; John Stetic, group VP products of Oracle Marketing Cloud; and You Mon Tsang, CEO of OutMarket (formerly the Vocus Marketing Cloud). Dashing the hopes […]
4 marketing automation vendors, 1 stage, 0 casualties Read More »
Last month, the CEB assembled a two-day meeting of “chief marketing technologists” from nine Fortune 500 consumer brands to have a confidential exchange among peers. I was the only outsider who was permitted to participate, as I facilitated the segment of their discussion around marketing technology stacks — in particular, exploring issues around single-vendor suites,
How 9 brands think of their marketing technology stacks Read More »
What is the profile of a marketing technologist? The prominence of marketing technologists and the chief marketing technologist (or CMTO) role has greatly expanded over the past six years. Just in the past year, the topic has been featured in an article in the July-August 2014 edition of the Harvard Business Review, and the first
8 discoveries from our marketing technologist survey Read More »
In today’s Q&A, I had the privilege of hearing from Paige O’Neill, the CMO of SDL, one of the top providers of customer experience management (CXM) software. Paige has had extensive experience across the marketing technology landscape, and it was fascinating to hear her perspective on how it’s changed — and is still evolving. Can you
SDL’s CMO on data-driven decisions, marketing and IT, and customer experience Read More »
Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim,
Over $21.8 billion of funding for marketing technology Read More »
We’re going to try something different here. Louis Gudema, the president of marketing consultancy revenue + associates, submitted a guest post to me with the contrarian (?) viewpoint that marketing technology is not as big of a market as some claim. He mostly takes issue with the “market opportunity” stated in HubSpot’s recent S-1 filing
Point/counterpoint: how big is the martech market? Read More »
In conjunction with the Connections conference this week for the Salesforce ExactTarget Marketing Cloud — which is a terrific product, but that’s a multisyllabic mouthful of a brand name — I had the privilege to do a Q&A with Woodson Martin, the CMO of that product. We covered a range of subjects, from how Woodson
6 questions with the CMO of Salesforce ExactTarget Read More »
There are many posts, articles, and presentations about “agile marketing” out there — I’ve contributed my fair share — that dive into the process of agile management methodologies (mostly adaptations of Scrum). They’re good patterns for implementation — when you’re ready to dig in at that level. There are also plenty, plenty of high-level remarks
A call-to-arms for The Agile Era of business management Read More »
A lot of people look at my marketing technology landscape graphic and protest, “There’s too damn much software in marketing!” To many, it’s inconceivable that a marketer would ever be able to manage working with more than a handful of software products — and ideally, they’d work with just one. But I believe this overlooks
Marketers regularly use over 100 software programs Read More »
The roles of marketing technologists — including senior chief marketing technologists — still have high variance from one organization to another. In some, they are solo operators, serving as diplomats, translators, and expeditors between technical and marketing teams. In others, they run small teams under the label of something else, such as marketing operations or
Aetna’s team of marketing technologists: don’t call them shadow IT Read More »
