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In defense of marketing technology point solutions - Chief Marketing Technologist

In defense of marketing technology point solutions - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
There is a myth that implementing a marketing technology point solution is a bad idea. Like giving your significant other a bathroom scale as a birthday present is a bad idea. First aid kit sold separately.
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First there was Enterprise Marketing Management (EMM)....the "holistic" solution to marketing's automation needs. Aprimo, Unica and a few others built megasystems, which fueled the first generation of solutions, now the "legacy" apps. Today, with cloud computing and SaaS, which has produced a low cost of entry, there has been an explosion of point solutions for marketing. Scott Brinker, the sage of marketing technologies, brings a defense of point solutions. Personally, we need a universal marketing API, but that is for another day.

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All About Marketing Operations
Current articles and posts about marketing operations, marketing technology and content strategy execution.
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9 Simple Steps To A Strategic Content Marketing Plan

9 Simple Steps To A Strategic Content Marketing Plan | All About Marketing Operations | Scoop.it
One of the biggest challenges I see today with content marketing is that it is largely a tactical solution to a tactical problem.Many so-called approaches to content marketing are merely just content. Or worse, they are campaigns.An e-book is not content marketing. A landing page with content on it is not content marketing. A YouTube video of your advertising campaign is not content marketing.Content marketing is not going away. But it needs to become institutionalized and understood as a strategic approach to marketing across the enterprise landscape. Consider the facts that content marketin
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(Requires LinkedIn access) Michael Brenner, noteable commentator on all manner of technologies and business issues, explains 9 simple-to-follow steps to a better content marketing strategy. Quick read and worth the time.

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A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline - Chief Marketing Technologist

A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
“The modern CMO and marketer can no longer be just a brand ambassador, they must also have a deep understanding of marketing technology. Scott Brinker helps the reader to understand how technology can be used for both successful marketing strategy and execution.” – Jonathan Becher, CMO, SAP I’ve written a very short book, A NEW …
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The always brilliant Scott Brinker gives us a look deep into the new age of marketing - why its taking over the business, and why technology is taking over marketing. A short read at 40 pages, and free to download. Every marketer - at every level - should read this piece. #marketingoperations

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Marketing Ops Tech Tips

Marketing Ops Tech Tips | All About Marketing Operations | Scoop.it
Marketers who are getting the most out of their marketing operations tech platforms are implementing systems that are easy to use, integrate with other systems in their organizations and make ongoing training a priority through creating a marketing...
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The #marketingoperations team is charged with Identifying marketing technologies and integrating them into the business in cooperation with the IT organization.

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Marketing: What's Technology Got To Do With It?  

Marketing: What's Technology Got To Do With It?   | All About Marketing Operations | Scoop.it
As modern marketers, we have entered a world where the number of choices we have in terms of how we do our job is almost endless. The days of the simple media buy are gone, and now we have to deal with digital marketing, SEO, SEM, paid, owned, earned, social [...]
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Today - marketing has everything to do with technology. And now the two are intertwined. This wasn't the case a decade ago.  Quick read article on Forbes #marketingoperations

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MarTech: The Marketing Technology Conference

MarTech: The Marketing Technology Conference | All About Marketing Operations | Scoop.it
A vendor-agnostic forum for understanding the many marketing technologies & how organizations can effectively integrate them into their marketing strategy.
Mayer Becker's insight:

Looking forward to my second MarTech Conference - in San Francisco 3/31-4/1. Impressive lineup of speakers and 60+ vendors. Follow my tweets @MayerBecker @CoffeeDunn @martechconf 

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Have a Coke and a… marketing tech company? Why, yes - Chief Marketing Technologist

This is a guest post written by Anand Thaker, Senior Director of Strategy & Innovation at Arke Systems, a marketing technology consultancy based in Atlanta. In the spirit of illustrating how marketing technology is thriving beyond just the Bay Area and New York, Anand gives a glimpse of the thriving martech ecosystem in Atlanta. Several …
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Atlanta is an amazing city for tech start-ups, and marketing technology specifically. Over 1000 start-ups operate here at several incubators. Anand Thaker of Arke Systems brings it all to light in this blog post on ChiefMarTec.

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Marketing Operations Partners’s Presentations on SlideShare

Marketing Operations Partners’s Presentations on SlideShare | All About Marketing Operations | Scoop.it
Read and download presentations by Marketing Operations Partners
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Gary Katz, admittedly one of the most prolific writers and educators in the field of marketing operations, has published several outstanding slide decks on SlideShare. Take advantage of all of this good material by reviewing and downloading today. #marketingoperations

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If a 173-year-old public company can digitally transform, what's your excuse? - Chief Marketing Technologist

If a 173-year-old public company can digitally transform, what's your excuse? - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
“Digital transformation” is a phrase that we hear a lot of these days. But it’s not something that you can simply buy with a stack of marketing software. It requires a deeper change to the strategy, structure, and culture of an organization — something that’s easier said than done. Which is why it’s always inspiring …
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Digital transformation done right! Great blog entry on Chief MarTech about how the new CMO of Dunn and Bradstreet, a 173-year old company, transformed marketing strategy to adapt to the digital world. A single leader owns the technology stack and operations (IT does not), freeing the others to run content strategy and development. This is the way it should be done! #marketingoperations

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KPCB Internet trends 2014

The latest edition of the annual Internet Trends report includes: 1. Key Internet trends showing slowing Internet user growth but strong smartphone, tablet a...
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A one-of-a-kind overview of the state of the internet from Mary Meeker. A must-read.

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The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack? | ANNUITAS

The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack? | ANNUITAS | All About Marketing Operations | Scoop.it
The discussion continues on the the rise of the Marketing Technologist and its pros and cons. Who owns the technology stack or who should?
Mayer Becker's insight:

Another perspective on this evolving conversation about ownership of the many types of marketing technology. Should it be the CIO or the CMO who owns the technology "stack?" More important is the question, are the CIO and CMO working together collaboratively?

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IT News Online > - - Teradata Positioned as a Leader in Gartner Magic Quadrant for Marketing Resource Management for Twelfth Consecutive Year

Teradata Positioned as a Leader in Gartner Magic Quadrant for Marketing Resource Management for Twelfth Consecutive Year
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Gartner recently released its Magic Quadrant for Marketing Resource Management (MRM). Congratulations to Teradata (Aprimo), which is once again at the top of the Leader Quadrant for completeness of its MRM solution. #marketingoperations The Magic Quadrant provides a helpful overview of MRM vendors, their strengths and weaknesses.

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Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist

Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB).
Mayer Becker's insight:

Scott Brinker (Chief MarTech blog) recently published his updated 2014 MarTech Landscape graphic. Its the most comprehensive list of what's available to us as marketers - almost 1000 vendors in multiple categories. #marketingoperations develops the roadmap and with IT, ensures marketing has the right applications available to improve customer experience, and operate in the most efficient and effctives ways possible. Brinker has given permission to freely publish his chart with attribution.

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White Paper: The Role Finance Plays in a Successful Marketing Organization - Coffee + Dunn

White Paper: The Role Finance Plays in a Successful Marketing Organization - Coffee + Dunn | All About Marketing Operations | Scoop.it
This Coffee + Dunn paper discusses the role finance plays in a successful marketing organization
Mayer Becker's insight:

You heard it here: more than marketing needs to align with IT, marketing must align with finance. Why? Proving marketing's return on investment is an on-going challenge for the CMO. A strong connection with the finance team allows the #marketingoperations group to build smooth analytics processes that collect operational and financial data, to build ROI reporting. This white paper by Coffee & Dunn covers many of the fundamentals of building a relationship between marketing and finance (disclosure - I work for Coffee & Dunn). 

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The Marketing Automation Tools Your Company Needs To Be Using - Forbes

The Marketing Automation Tools Your Company Needs To Be Using - Forbes | All About Marketing Operations | Scoop.it
Marketing automation isn’t just a buzzword - it’s a big deal for businesses. In fact, companies that use marketing automation to nurture leads see a 451% increase in qualified leads and 53% higher conversion rates on average.
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Good roundup of tools for marketing automation that provides a summary of each. #marketingoperations

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How regular companies can gain a competitive advantage with marketing technology | VentureBeat | Marketing | by Louis Gudema, revenue + associates

How regular companies can gain a competitive advantage with marketing technology | VentureBeat | Marketing | by Louis Gudema, revenue + associates | All About Marketing Operations | Scoop.it
GuestEarly adopters often gain a competitive advantage that isn’t available later. Today, early adopter opportunities still exist for marketing technology in many industries.
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Marketing is indeed a supply chain - from ideas to execution. When treated as such, #marketingoperations can continually improve efficiency through process improvements.

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The Future of the Marketing Operations Function | SiriusDecisions

The Future of the Marketing Operations Function | SiriusDecisions | All About Marketing Operations | Scoop.it
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Infographic from @siriusdecisions showing the future of #marketingoperations. SD fully understands the importance of this relatively new function within marketing. I hope that enterprise-class companies will keep this role strategic; it has become, in many companies, a more tactical role of running the demand gen function, or just managing technology.

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Marketing Leaders: How to Make Change Management Work

Marketing Leaders: How to Make Change Management Work | All About Marketing Operations | Scoop.it
Learn what a successful marketing change management program accomplishes and how to implement process & technology changes with your team.
Mayer Becker's insight:

I've seen too many technology and transformation projects fail for lack of investment in a change management program to support them. @CoffeeDunn blogged recently about the importance of change management.

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8 Habits of the Highly Effective Marketing Operations Manager - Allocadia

8 Habits of the Highly Effective Marketing Operations Manager - Allocadia | All About Marketing Operations | Scoop.it
Marketers’ roles are changing fast, and now more than ever, the C-suite is looking for sophisticated data, analysis and ROI from marketing operations.
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Understanding marketing operational and financial data has never been more important. Marketing operations teams are often the ones responsible for gathering, integrating and analyzing data from many different sources - and turning the data into usable insights. Tools like Allocadia are vital to managing and tracking this data and deserve strong consideration when building a marketing technology roadmap.

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What will happen with marketing technology in 2015? - Chief Marketing Technologist

What will happen with marketing technology in 2015? - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
Welcome to prediction season, again! It doesn’t take a crystal ball to know you’re going to be inundated over the next 30 days with people prophesying your future — at least your future in marketing for the year ahead. Personally, I subscribe to Yogi Berra’s worldview, “It’s tough to make predictions, especially about the future.” …
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If anyone has the credibility to make predictions about marketing technologies, it is Scott. Here are his musings about what 2015 will bring us. #marketingoperations

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Boost creative capabilities with Widen digital asset management | Widen - Digital Asset Management

Boost creative capabilities with Widen digital asset management | Widen - Digital Asset Management | All About Marketing Operations | Scoop.it
RT WidenEnterprise: Learn about Media Collective's integrations this Weds Noon CST #AtTask #Wordpress #InDesign ... http://t.co/BIh9bg1rSd
Mayer Becker's insight:

Widen is a key component of an ecosystem of end-to-end capabilities to support #marketingoperations and creative production. A company I worked for used Widen for 10+ years to successfully manage 50,000+ assets. They are a true Midwest gem based in Madison, WI. Learn more at their upcoming webinar.

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Marketing Ops Tech Summit

Marketing Ops Tech Summit | All About Marketing Operations | Scoop.it
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A valuable opportunity to learn about the current state of marketing operations, and marketing technologies, wrapped into one conference. Outstanding speakers and chance to network with your peers. #marketingops

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MarketSphere Marketing Receives Teradata APEX Award for Marketing Operations Consulting -- OMAHA, Neb., April 15, 2014 /PRNewswire-iReach/ --

OMAHA, Neb., April 15, 2014 /PRNewswire-iReach/ -- MarketSphere Marketing Receives Teradata APEX Award for Marketing Operations Consulting. Leading marketing technology consulting firm accepts APEX Partner Innovation award during the Teradata Summit 2014 APEX Awards event held in Los Angeles.
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Hats off to my former employer for being recognized for delivering value to their client through successful implementation of Teradata (APRIMO). #marketingoperations

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Marketing + IT = Chief Marketing Technology Officer [Infographic]

Marketing + IT = Chief Marketing Technology Officer [Infographic] | All About Marketing Operations | Scoop.it
Marketing + IT = Chief Marketing Technology Officer [Infographic] - Digital Commerce, Information Technology, Marketing
Mayer Becker's insight:

Finally, an infographic about the role of chief marketing technology officer. Scott Brinker (Chief MarTech blog) estimates 81% of enterprise-class companies have established this position, with an addition 7-8% expected to do so in the next 24 months. Aligning marketing's objectives with technologies to support them is also a key function of the #marketingoperations team, who maintain a relationship with the IT organization in a company.

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Intro to Agile Marketing Strategies

http://www.linkedin.com/groups/Agile-Marketing-Strategy-5181315/about Agile Marketing is a new community that emerged from the need to engage in more strategic
Mayer Becker's insight:

For #marketingoperations professionals looking for a good overview of agile marketing, here is a SlideShare covering the subject. It's worth taking a look at agile - demands on marketing for near real-time production of content (e.g., for social media) means the old way won't cut it in 2014 for at least part of your organization.

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Marketing predictions 2014: 5 analytics trends to watch

Marketing predictions 2014: 5 analytics trends to watch | All About Marketing Operations | Scoop.it
In light of exponential growth in how marketers are utilising big data insights to better their customer intelligence and engagements, we’ve asked five CMOs, analytics technology providers and industry analysts to share their views on where the...
Mayer Becker's insight:

#marketingoperations - get ready for it! 2014 is predicted to be a year of operational reckoning, according to the CEO of Mindjet. CMO.COM published 2014 predictions from several CMO's, who talk about big data, 1:1 marketing and marketing operations. Another big issue will be consolidation in the marketing technologies space - M&A as well as companies buying more from the same vendor.

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