How to Build a Data-Driven Culture to Increase Your Company’s Bottom Line

The last year had implications across industries, and you’re likely on the verge of a competitive shuffle. With CMOs and marketing departments recovering from a year of scaled-back spending, where you invest your marketing dollars this year can reposition you within your market. Now is the time to invest in the right data-driven technology solutions to unlock better marketing insights. Not a cobbled-together living room of disparate furniture pieces with pre-chosen colors that clash (off-the-shelf solutions),

The Build Versus Buy Dilemma: 7 Considerations To Deciding What’s Best For Your Business

The question whether to build or buy software is a long on-going debate between experts with various opinions on the internet. The option to build your own in-house software or buy market ready customized solution still keeps a lot of decision makers confused. With the SaaS market booming to its full glory where the market size is projected to reach USD 307.3 billion by 2026, it is making it easier for brands to subscribe to services without a need to

What Is MarTech? Marketing Technology: Past, Present, and Future

You may get a chuckle out of me writing an article on MarTech after publishing over 6,000 articles on marketing technology for over 16 years (beyond this blog’s age… I was on blogger previous). I do believe it’s worth publishing and helping business professionals better realize what MarTech was, is, and the future of what it will be. First, of course, is that MarTech is a portmanteau of marketing and technology. I missed a great

Digital Transformation: When CMOs and CIOs Team Up, Everyone Wins

Digital transformation accelerated in 2020 because it had to. The pandemic made social distancing protocols necessary and revved up online product research and buying for businesses and consumers alike. Companies that didn’t already have a robust digital presence were forced to develop one quickly, and business leaders moved to capitalize on the torrent of data digital interactions created. This was true in the B2B and B2C space: The pandemic may have fast-forwarded digital transformation roadmaps

Learning Technology Is Critical as a CRM Manager: Here Are Some Resources

Why should you learn tech skills as a CRM Manager?  In the past, to be a good Customer Relationship Manager you needed to psychology and a few marketing skills.  Today, CRM is much more a tech game than originally. In the past, a CRM manager was more focused on how to create an email copy, a more creative-minded person. Today, a good CRM specialist is an engineer or a data specialist who has basic knowledge

Five Ways Martech Companies Play the Long Game Given an Expected 28% Drop in Marketing Spend

The Coronavirus pandemic has come with its set of challenges and learnings from a societal, personal, and business perspective. It’s been challenging to keep new business growth due to economic uncertainty and frozen sales opportunities. And now that Forrester expects a possible 28% drop in marketing spend over the next two years, some of the 8,000+ martech companies may be (inefficiently) scrambling to overexert themselves in preparation. However, what I believe will keep martech businesses growing

The Three Keys to Solving Marketing’s Massive Technology Problem

All too often, technology becomes the personification of success. I’ve been guilty of it, too. Tech is easy to buy and therefore, feels like an instant upgrade! The first decade of the 2000s was all about inbound, so we raced toward marketing automation with open arms, in a dust of purchase orders and definitive guides – we were off and running with our newfound platform. We slapped on the blinders on when it came to

How Risky is Your Tower of Tech?

What would the impact be if your tower of tech came tumbling to the ground? It’s an idea that hit me a few Saturdays ago as my kids were playing Jenga while I was working on a new presentation about why marketers should rethink their tech stacks. It hit me that tech stacks and Jenga towers actually have a lot in common. Jenga, of course, is played by piling up wooden blocks until the whole