Channel: Martech: Management

Forrester report offers some tips for buyers of business tech

With spending on business technology expected to remain healthy this year, a recent report from research firm Forrester has some advice for CIOs and others buying business tech. First of all, says VP and Principal Analyst Andrew Bartels in “The Global Tech Market Outlook for 2018 to 2019” [fee required for full report], they should […]

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Three things marketers must do to better serve customers in 2018

The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end. While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of

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CMOs should be measured by their results, not their spend

“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report. Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate

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What digital transformation means for brands

Business in the modern age is seismically different compared with even five years ago. Businesses have been profoundly changed by the influx of digital-based processes and systems required to work and grow effectively. A wide mix of digital technologies has now become integral to most business functions, with software taking over even human-based roles in

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The world of martech stacks from a B2C brand, B2B company & agency perspective

The ever-growing landscape of marketing technology, and the buildup of new channels, is resulting in an astronomical consumption of marketing technology, says CabinetM founder and CEO Anita Brearton. The marketing technology veteran made the comment from the stage at this year’s MarTech Conference in Boston. Brearton was the moderator for the “Insights from Inside the

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Rise of the strategic marketing operations leader: Part 1

A funny thing is happening to marketing operations leaders. Suddenly, they are showing up in executive meetings, in board rooms and acting as the “two” in the CMO’s “one-two punch” to transform marketing. Marketing operations (MO) leaders are evolving from “button-pushers” to vision creators and doers of how to operationalize ROI and customer-centric strategies. In

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Part 7 — Insights, intelligence and integration

Welcome to Part 7 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference: In these previous

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