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Martech Spending: 51% Of Marketers Say Their Companies Don’t Invest Enough

In a new survey, more than half of US marketers say their employers aren’t investing enough and are among the last to adopt new marketing technologies. The data are from Walker Sands State of Marketing Technology 2015, a survey conducted this past June that involved 313 US marketers ranging from…

Lead the pivot to customer centricity

A pervasive attitude in B2B corporate America exists that believes marketing operations (MO) is filled with geeks and button pushers who spend too much money on technology. Let’s look at both parts of this sentence. First, ask yourself, “How often is MO included in strategic discussions?” More often…

Why Media Spend Is Burning A Hole In The CMO’s Pocket

Photo by LendingMemo and used here via the Creative Commons license. With all the buzz around marketing technology (martech) spending, partly fueled by Scott Brinker’s widely shared industry landscape supergraphic, media investment — the fuel that generates new prospects and customers — tends to be…

Becoming a martech mastermind: Agility, proficiency and accountability

The evolution of Scott Brinker’s iconic Marketing Technology Landscape graphic since 2015 tells the tale of an industry rapidly evolving and bursting at the seams. That was the year the number of martech companies doubled year over year to nearly 2,000 vendors, all the way from just 150 when he…

How to build a marketing operations organization out of chaos

I recently met with a CMO of a fairly large organization to discuss her 2019 goals and what she considered her biggest challenges for the upcoming year. During our conversation, I asked her to describe her marketing operations organization. She paused and replied, “We don’t really have one.” Through…


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