3 or 4 years ago, it would have been taboo to talk about your martech stack

by Scott Brinker
Last week, the marketing strategy consultancy Lenati released their report Marketing Technology as a Strategic Asset, the result of a series of interviews we jointly conducted with 9 tech-savvy marketing executives from companies such as Adobe, Dun & Bradstreet, Hilton, Microsoft, and SAP. Our anthropological goal was to learn how these different companies managed market ...Read the full article

chiefmartecTV Episode 3: Marketing Technology as a Strategic Asset

Over the past several months, the digital customer engagement team at Lenati and I collaborated on a qualitative research study of how senior marketers — executives from start-ups to Fortune 500 enterprises — strategically manage marketing technology in their organizations. We interviewed leaders from companies such as Hilton, Microsoft, SAP, Adobe, Tableau, and Dun & Bradstreet to learn: - How do they decide which Martech bets to make? - As they make those bets, how do they maximize their value? - How do they recruit, hire, and nurture the right team? - How do they drive innovation and stay in front of what’s next? Their answers revealed many valuable lessons about emerging best practices in marketing technology management — and included more than a few surprises!