• An open letter to the editor of AdAge on boring martech

    Dear Ken Wheaton, I read your editorial from October 3, Martech Is So Boring — and It Should Stay That Way, and felt compelled to respond. First, let me say how influential AdvertisingAge has been to me. Growing up in the 80’s, when my parents ran a small agency, I eagerly read copies at their office each week. (Yeah, I was a strange kid.

    Scott Brinker/ Chief Marketing Technologist- 13 readers -
  • Marketing technology utilization takes a major swing upward

    Good news! Marketing technology — as a sector and a discipline — is starting to mature. “Massive vendor consolidation?” you might ask hopefully. Well, not necessarily — at least not in aggregate. I’ll let you know if we’ve finally passed peak martech (as I not-quite-predicted last year) once I start working on the 2017 version of the marketing technology landscape.

    Scott Brinker/ Chief Marketing Technologist- 8 readers -
  • Everybody has a plan — until they get digitally disrupted

    The rock singer Jim Morrison once said about life, “Nobody gets out of here alive.” As the world continues its digital metamorphosis, we could riff on that: “Nobody gets out of here undisrupted.” Digital will disrupt your business. Odds are, it will happen sooner, faster, and to a far greater degree than you dare to imagine. The only question is who will be your disruptor.

    Scott Brinker/ Chief Marketing Technologist- 7 readers -
  • Want to learn the truth about marketing technology stacks?

    I do. As do the researchers at the CEB Marketing Leadership Council, who have put together the most comprehensive marketing technology survey I’ve ever seen. It asks participants about every category on the marketing technology landscape: Have you adopted or plan to adopt a solution? When? Is it a point solution or part of a larger technology solution or platform? How m ...

    Scott Brinker/ Chief Marketing Technologist- 8 readers -
  • Running marketing like lean software development

    The following article is a guest post by Monica Georgieff, marketing manager at Kanbanize, a company that provides Kanban software for lean management, describing her experience adopting this lean management method with her marketing team. As I discussed in my book, Hacking Marketing, I believe there are tremendous opportunities for marketers to borrow and adapt management id ...

    Scott Brinker/ Chief Marketing Technologist- 12 readers -
  • Digital transformation at the AARP, from old to new

    Had your fill of millenial marketing articles lately? Even the millenials themselves are like, “Don’t you marketers have anything else to talk about? Let me eat my drone-delivered Domino’s pizza in peace.” So it was refreshing to connect with Gaurav Bhatia, vice president of digital strategy for AARP Services and head of digital for Influent50, a full-service marketing agency ...

    Scott Brinker/ Chief Marketing Technologist- 8 readers -
  • A Rosetta Stone of marketing technology terminology

    Eskimoes have a large number of words for “snow” — or so goes a cliché meme that’s been around for decades. Exactly how different those words are, compared to the languages of any other culture in the world, is a matter of debate. But it’s a remark that almost always elicits a chuckle, since one pictures Eskimoes having a lot of snow in their lives (global warming notwithstanding).

    Scott Brinker/ Chief Marketing Technologist- 11 readers -
  • Consolidating point solutions with a hub in your marketing stack?

    The following is a guest opinion piece by Josh Dreller, VP of product marketing at 4C. Note that 4C could be characterized as a provider of “point solutions” themselves, so this opinion is aligned with their business. But as I aruged in defense of marketing technology point solutions a few years ago, consider the inverse justification too: executives align their businesses wit ...

    Scott Brinker/ Chief Marketing Technologist- 7 readers -
  • Marketing technology as a strategic asset and executive unicorns

    Over the past several months, I collaborated with Lenati, a marketing strategy consultancy, on a series of interviews with senior marketing executives. Our goal was to learn how these leaders, from a variety of different industries and organizational sizes, addressed these four key questions on strategic marketing technology management: How do they decide which marketing te ...

    Scott Brinker/ Chief Marketing Technologist- 9 readers -
  • The Great Marketing Migration

    While there are numerous reasons why agency businesses are struggling today, the underlying gravitational pull they’re fighting is this: marketing is migrating in-house. That’s not to say that companies don’t still need or want help from external service providers. Or that there aren’t new and exciting opportunities in the services space. They do, and there are.

    Scott Brinker/ Chief Marketing Technologist- 5 readers -
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