Analyst & Advisor chiefmartec.com; Advisor @Dobility, @Workato; Ex-@HubSpot VP Platform Ecosystem; "Godfather of #MarTech" - @AdAge
Boston, MA
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Excellent article by Sonya Huang and Pat Grady of @Sequoia, "The Agentic Reasoning Era Begins", and the $10 trillion opportunity with service-as-a-software:
sequoiacap.com/article/gener…
"Thanks to agentic reasoning, the AI transition is service-as-a-software. Software companies turn labor into software. That means the addressable market is not the software market, but the services market measured in the trillions of dollars."
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Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who's counting? chiefmartec.com/2020/04/mark… #MarTech
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I like the phrase "evidence-based marketing" over "data-driven marketing" — evidence suggests some sort of hypothesis that's being investigated and also reserves the possibility that it's not truth, simply best indication of truth at the moment #MarTech
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Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829) chiefmartec.com/2018/04/mark… #MarTech #MarTechConf — with enormous thanks to @AnandThaker @IntelliPhi and @eckman @bluegreenbrands
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I've joined @HubSpot as VP platform ecosystem, and this is why chiefmartec.com/2017/09/hubs… #MarTech
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The New, New Rules of Marketing (Operations):
1. Centralize everything you can.
2. Automate everything you can.
3. Decentralize everything you can.
4. Humanize everything you can.
5. Embrace continuous change.
#MarTech
The 4 Forces of Marketing Operations & Technology chiefmartec.com/2018/08/4-fo… — a discussion of the ideas around this model #MarTech
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Having a discussion with a colleague about the different archetypes of "marketing technologists" today, and I sketched this rough idea on a napkin. (Well, okay, I actually sketched it in PowerPoint — but it's napkin-level impromtpu.)
What do you think? #MarTech
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Asked what to measure in #MarTech, I answered:
1. Performance — impact on business (leads, customers, LTV, etc.).
2. Efficiency — performance relative to cost.
3. Customer happiness — improving customer experience (NPS, retention, faster service, etc.).
What do you measure?
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Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com chiefmartec.com/2022/05/mark… #martech
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Been thinking about a taxonomy of "no code" app/site tools:
- content & layout (UI)
- spreadsheets (database)
- automation (logic)
- tools that incorporate multiple of those patterns
Draft illustration here with logos of example tools. Feedback? #MarTech
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A Year of Growth in @HubSpot’s Platform Ecosystem: More Than 200 Awesome Integrations medium.com/@HubSpot/a-year-o… #HubPartner #InboundPartnerDay18 #INBOUND18
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I have 8,000 jokes about martech, but everyone keeps clamoring for me to consolidate them into one.
#MarTech
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I'm thinking of producing a fun party game called "Data Stories." All the players get three charts of data, and whoever can come up with the most outrageous narrative to explain them wins.
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The 2016 Marketing Technology Landscape is finished (whew!) and will be released Monday morning at #MarTech.
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I've been studying #martech for 20+ years. I've read literally thousands of vendor websites.
Yet I still end up on the sites of major, public martech firms promoting their new-new thing, and for the life of me, cannot decode the vague gobbledegook of what exactly the thing does.
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Marketing Technology Landscape Supergraphic (2016) released! chiefmartec.com/2016/03/mark… #MarTech
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Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040) chiefmartec.com/2019/04/mark… #MarTech #MarTechConf
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OH: "I think marketing ops is still one of the most under-appreciated roles in the industry today." #martech
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Tomorrow at 8am ET, I'll release a paper — actually more of a highly illustrated mini-book — created in collaboration with WPP on 5 trends in marketing technology for the decade ahead.
Been a fascinating project, really eager to share it with you. #martech
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v2 of a 2x2 of marketing technologist archetypes.
Way too busy, but this is a work-in-progress to experiment with different labels for the axes and quadrants — would love your feedback.
Caveat: classification of modern roles is messy. But is this directionally right? #MarTech
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The use of "f/u" as an abbreviation for "follow up" in an email subject line is, um, open to misinterpretation.
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For those wayward souls who practice the anti-pattern of winning a new LinkedIn connection only to immediately assault it with a long, canned sales pitch... does that ever work out for you? Ever?
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McDonald's drops CMO role and creates a new SVP marketing technology role (under the CIO) chiefmartec.com/2019/07/mcdo… #MarTech
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I think we're entering a transitory phase in #MarTech, from a 1st Golden Age to a 2nd. Here's a draft table for an article I'm working on that describes this as a shift with ecosystems, experts, and (citizen) engineers. For each, the tyranny of "or" gives way to "best of both."
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Anyone else sing modified song lyrics to their pet? "We all live with a yellow puppy dog, yellow puppy dog, yellow puppy dog..." No? Just me? Nevermind.
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Love this visualization of Customer Experience as the interplay between technology, business, and design by @johnmaeda @PublicisSapient #MarTech
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3 thoughts on @Adobe acquiring @Marketo for $4.75 billion and what it means for the martech industry chiefmartec.com/2018/09/3-th… #MarTech
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We've had data warehouses, data marts, data lakes... I'm thinking of opening up a data spa.
Where, of course, you can massage you data.
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Why did the creamery hire a customer loyalty leader for their butter business?
They were concerned about churn.
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Just released...
2023 Marketing Technology Landscape Supergraphic: 11,038 solutions searchable on martechmap.com chiefmartec.com/2023/05/2023… #martech
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Sorry for the radio silence these past couple of weeks. I haven't been just "lion" around, however. Took an 10-day, Internet-free safari in the Serengeti. Longest time away from email in 20 years. An awesome experience. Here are a few photos from my iPhone (!) while I catch up...
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Exploring the 2nd order effects of generative AI in marketing and martech chiefmartec.com/2023/04/expl… #martech
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Marketing Technology Landscape Supergraphic (2017): Martech 5000 chiefmartec.com/2017/05/mark… released here at #MarTech with @AnandThaker
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Majority of marketing departments now use agile (and they're more strategically aligned as a result) chiefmartec.com/2021/04/majo… #martech
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Forget unicorns. We need more "chimeras" — mythical Greek creature with head of lion, body of goat, tail of dragon — that can cross disciplines: marketing/tech, marketing/sales, sales/tech, marketing/finance, etc. #MarTech
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If you spend $500 million on a campaign, but don’t close any wins against the competition...
Would you chalk that up to a desync between marketing and sales? Or marketing and product?
Asking for a friend.
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Nailed it, @marketoonist. Marketing automation done badly = bad marketing at speed and scale. Seriously though, this is one of the reasons why I believe the right balance between "Automate" and "Humanize" is one of the key missions for marketing operations & technology. #MarTech
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How to unsubscribe from a marketing newsletter marketoonist.com/2019/09/mar… by @tomfishburne @marketoonist
Funny... but not funny. This is what happens when local optimization of a metric (# of subscribers) overshadows global optimization of customer experience. #MarTech
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DRAFT SLIDE:
BigOps = DevOps + RevOps
Managing the explosion of software and automation in marketing, sales, and customer service. #martech
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Here's a rough (!) draft of what the first 60% of the upcoming marketing tech landscape looks like -- almost done
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What does the modern marketing org look like? Here's a stylized amalgamation of a pattern I'm seeing. Many cool variants out there. #MarTech
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There's a huge difference between:
(A) martech = tools
(B) martech = tools & skills
Metaphor: (A) is a hammer. (B) is carpentry.
Saying "martech is marketing" for (A) is a stretch.
Saying "martech is marketing" for (B) is not.
chiefmartec.com/2019/07/mart…
#MarTech
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57 marketing stacks and 21 essays from the 2017 Stackies & Hackies chiefmartec.com/2017/05/57-m… #MarTech — huge thank you to all who contributed!
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DevOps = smooth software deployment at scale.
RevOps = alignment of marketing, sales & customer success.
BevOps = bartending.
#martech
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Let me run a concept by you to see how it resonates.
The 2010's were about "big data." The 2020's are going to be about "big ops" — how we orchestrate a huge number of apps & automations operating simultaneously on our universe of big data.
Thoughts? #martech
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What do marketing orgs look like in the martech age? Let's find out chiefmartec.com/2017/07/mark… #MarTech
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Prefect example of marketing & ops needing to integrate:
My hotel room features a groovy iPad. It asks me what time window I want my room cleaned. I choose 1-4pm afternoon, plan to work in the morning, and think, “this is so cool.”
Housekeeping comes in at 9:15am.
#MarTech
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Great software platforms thrive by embracing choice:
1. Enabling choice — by opening APIs and vectors for extensibility.
2. Respecting choice — by defending a fair and level playing field.
3. Celebrating choice — by making the ecosystem the heart of their value proposition.
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Asymptotically:
Every company is becoming a software company.
Every professional is becoming a software creator.
They may not recognize it — which makes it even more fascinating — but it's the clear outcome of digitization and an explosion of "citizen developer" tools. #MarTech
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We've all heard of T-shaped professionals. But there's a whole alphabet of other possibilities...
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Along with free email and free CRM, our new #HubSpotFreeTools launch also features 10 popular free integrations from @HubSpot app partners too! bit.ly/2ly2ie8 by @jreed0614
@Zapier
@WordPress
@SlackHQ
@databoxHQ
@automate
@hotjar
@zoom_us
@HelloSign
@Wistia
@OrgChartHub
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Martech and the modern marketing org (results of a study with 275 marketing leaders) chiefmartec.com/2017/10/mart… #MarTech #CMO
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I will say, after reading thousands of pitches of #MarTech companies, that it continues to surprise me how many otherwise great product marketers fall into the trap of trying to define a "category of one." If you're the only one, it's not a category.
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I’m thinking of starting a new political party. The Introvert Party. We promise to have zero campaign rallies. Just vote for us in November, we’ll come in and quietly GSD.
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The #MarTech conference is fully underway -- an amazing community at the intersection of marketing & technology!
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“Choose An Amazing Boss. Role Is Secondary.” — @janessalantz thinkgrowth.org/choose-an-am… — and for students, choose professors over courses
ALT “Who you work for is exponentially more important than the work you do. If you want to accelerate your career, spend a little more time finding a great boss.” from “Choose An Amazing Boss. Role Is Secondary.” by Janessa Lantz.
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The one thing everybody forgets about Gartner's hype cycle, even in martech (and marketing in general!) chiefmartec.com/2018/01/one-… #MarTech
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Draft title of my TEDx talk...
TITLE:
Marketing Technology & The Recombinant Innovation of Disparate Disciplines
IN BRIEF:
How do two seemingly opposite professions, such as marketing and software engineering, come together — and what does it teach us about the future of work?
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Most vital marketing capabilities in 2020 according to executives participating in Gartner's most recent CMO Spend Survey. gartner.com/en/marketing/res… #MarTech
Martech and marketing operations are important, but they're rightfully in the service of a great brand strategy.
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That moment when you receive an unsolicited email from a salesperson with the title "Inbound Marketing Director."
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Google Calendar changes its browser icon, and I instantly lose track of it in all my open tabs.
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5 Reasons to Get Excited About the @HubSpot Platform in 2019 bit.ly/2D8CoCM — congratulations to all of our platform partners, the original pioneers and the new ones who joined our ecosystem in 2018. We're beyond thrilled to be working with you.
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Courtesy of the elves working in Santa's marketing operations shop marketoonist.com/2020/12/con… by @tomfishburne @marketoonist #martech
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What are the job responsibilities of marketing technology management? chiefmartec.com/2019/03/mark… #MarTech
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In that vein, I'd recommend this HubSpot Customer Code deck that @dharmesh published this week. Not to laud @HubSpot — actually, the grade for the company acknowledges needs for improvement — but to make expectations of a customer-centric company concrete hubspot.com/customer-code
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Design Thinking, Lean Startup and Agile: What is the difference? by Nicolò Mantini link.medium.com/hCMbWynA4S #MarTech
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The 2000’s were about coming to grips with Big Data.
The 2010’s are about coming to grips with Big Ops — an exponential explosion in the volume, velocity, and variety of digitally powered processes across the organization.
#MarTech
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The future of marketing belongs to hybrids, but don't call them unicorns chiefmartec.com/2018/06/futu… #MarTech
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Coming back to this after a couple of years as an idea that's been simmering in the background. I think this model is useful. Would love to see some entries into The Stackies 2020 that align with this. (We'll be opening that up for entries soon.) #MarTech
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Nice map of customer success technology, which is adjacent to/overlapping with the #MarTech field, by @hugoproduct
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Dear @Apple,
Please figure out how to make MacBook Pro keyboards that don't suck.
Love,
Scott
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This week's @marketoonist cartoon goes out to all those on the marketing technology landscape :-) #MarTech
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Taking the 2017 marketing technology landscape to San Francisco for #MarTech — with a few good surprises too. chiefmartec.com/2017/04/sepa… <- now
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Cool new partnership between @HubSpot and @Pipe. With access to a total of $100 million in fee-free funding on Pipe's platform and a 30% discount on HubSpot's CRM suite, founders can spend less time fundraising, and more time scaling their businesses.
hubspot.com/company-news/hub…
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Please @twitter. Your 140 character "limit" was the last bastion between us and a hellish horde of crushing content overload. Don't do it.
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