'The nuts and bolts that make up search engine optimization all hold the frame together, and that frame is content.
However, it’s much bigger than that.Without those nuts and bolts, such as inbound links, social signals, microformats, and citations, the content itself is nothing more than a pile sheet metal that can’t do anything.
As we continue to explore the ways that content can help with SEO, it’s important to note that even the infographic below by Fat is only one side of the content equation'.
Scott Brinker, through his leading “The Chief Marketing Technology Blog,” has released a revised version of his Marketing Technology Landscape Supergraphic. Within it, he organizes all marketing technologies as of today into sensible buckets/categories. And it’s a better take on the operating environment than the Gartner Transit Map and the marketing technology LUMAscape.
But it raises a larger question: who manages what?
There are three candidates to manage all or parts of the landscape: Marketing, Sales and IT. And there are 7 basic buckets of technologies: Internet services, Infrastructure, Marketing Backbone Platforms, Marketing Middleware, Marketing Apps, Marketing Experiences and Marketing Operations.
It’s clear that IT should own the bottom layer: Internet services and Infrastructure. Just too tightly intertwined with the IT infrastructure. After that, it gets very cloudy, as you can see ownership reside comfortably with any of those functions. So what’s the tiebreaker?
Consider the notion that Technologists provide value to the organization, such as Engineering, Technologists in their own right. Engineers need and have a sound foundation in technology to execute on their tasks, and their value back to the organization is the creation of goods and services that generate profits.
How does this apply as a tiebreaker? Marketing Technologists are needed to manage the vast array of technologies, not married to any particular function but married to the mission of delivering value back to the organization. They serve the needs of Marketing and Sales, and they adhere to the guidelines established by IT. They are an entity of themselves. They don’t care as to ownership, rather, they care about delivery.
Yes, it’s an Operations function, but a Sales and Marketing Operations function that takes all the technologies and manages them as an integrated, cohesive service back into the VP, Sales and the VP, Marketing. They define requirements based on market demand and react accordingly.
Sales uses CRM. Marketing uses MA. Sales and Marketing use email marketing. Marketing uses analytics. Sales will be using CDP. But that doesn’t mean they should manage it.
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