Category: Channel: Martech: Management

Rent, buy or train? How to accelerate strategic marketing operations

Let’s face it — building a marketing operations (MO) function is hard. Building a world-class marketing operations function is even harder. What makes this so challenging is finding the right people with the right skill sets to build a strategic...

/ July 17, 2018

Is your customer the unifying thread? How to do martech right

In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play. During our meeting, my contact handed me a single...

/ June 18, 2018

Microsoft acquires Semantic Machines, signaling a deeper move into ‘conversational AI’

With the recent acquisition of Semantic Machines, Microsoft is bolstering its commitment to conversational artificial intelligence (AI). David Ku, Microsoft corporate vice president and chief technology officer for AI and research, announced the news on Monday. Microsoft says that the Berkeley-based...

/ May 22, 2018

Becoming customer-centric: A tale of a NextGen MO organization

In last month’s article, I introduced an updated marketing operations (MO) maturity model defining the five stages of maturity: Unaware, Efficient, Effective, Customer-centric and NextGen. The last two stages of maturity — Customer-centric and NextGen — are particularly important as...

/ May 21, 2018

Managing martech relationships: Partnerships and agility in marketing

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation. It’s already...

/ May 7, 2018

Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets

As Scott Brinker’s recently unveiled Marketing Technology Landscape shows, the number of vendors in this space is still booming. That boom now has some numbers attached to it, in Forrester Research’s first report specifically about marketing technologies and services. “The...

/ April 30, 2018

How the C-suite benefits from a strategic marketing operations function

As the marketing operations (MO) function continues to mature and extend influence into every part of the organization, it is time to review how key stakeholders benefit from the MO function. More specifically, I’d like to examine the benefits of...

/ April 17, 2018

How Salesforce and Demandbase are handling GDPR for B2B

To get a sense of how B2B-oriented companies are responding to the upcoming General Data Protection Regulation (GDPR), we checked in with Salesforce and Demandbase. While Salesforce is used for consumer-facing marketing and customer management, it is best known as...

/ April 9, 2018

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down. Physicist, cosmologist and author Stephen Hawking died last month. There are so many...

/ April 3, 2018

Aprimo adds collaborative idea creation to its suite of marketing planning tools

Aprimo was spun off from data warehouse/analytics provider Teradata in 2015, focusing on providing marketing management tools for planning, content creation and setting up campaigns. In March of last year, it acquired a leading digital asset management (DAM) platform, ADAM...

/ March 21, 2018