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chiefmartec's articles

  1. Technology & Innovation
It’s that time of the year. The Northern hemisphere looks forward to spring. The Southern hemisphere looks forward to fall. And everybody in martech and marketing operations looks forward to the annual Stackie Awards. This will be our 10th edition of The Stackies: Marketing Tech Stack Awards. Wow, a decade of hundreds of martech stack […]
  1. Technology & Innovation
Dear marketing readers: hang in with me here. I have a point. Promise. I started programming as a kid, writing multiplayer games for dial-up bulletin board systems (BBSs) — a precursor to the web and social media as we know it today. It was the late 80’s, early 90’s, and I mostly wrote in a […]
  1. Data & Insights
“Everyone within Publicis will become a data analyst, an engineer, an intelligence partner, with all the information they need at their fingertips to supercharge client growth.” Publicis Groupe made that bold statement last week in a press release and presentation celebrating their performance from last year “after shifting from a holding company to a platform” […]
  1. Technology & Innovation
Welcome to 2024! I expect this will be a transformative year in martech. The Martech for 2024 report we published last month (video presentation) covered several of the major trends underway, such as aggregation and composability in stacks — especially in the data layer with cloud data warehouses, lakehouses, and lakes. The common theme of […]
  1. Technology & Innovation
Last week, Frans Riemersma and I published our Martech for 2024 report, an in-depth analysis of the evolving martech landscape in the gen AI era and the underlying forces of aggregation and composability that are shaping it. You can download a free copy here. We also hosted an hour-long presentation, discussing many of the themes […]
  1. Technology & Innovation
There was a meme circulating around social media last week of an agency marketer rambling in a “thought leadership” interview on TikTok. I have no idea if it was parody or real. Or more accurately, if it was intentional or accidental parody. It was a jumbled jubilee of buzzword bingo – personalization, data, brand, experience, […]
  1. Technology & Innovation
Want to know what 2024 has in store for martech? I’m not talking about wild-eyed, hand-wavy, link-baity prognostications that proliferate in every year-end prediction season like that one Mariah Carey Christmas tune. I mean real-world, fact-based, happening-now trends that will inform your marketing operations and technology strategy for the next 12 months. On December 5, […]
  1. Technology & Innovation
At last count, there are over 11,000 products on the martech landscape. And while it’s been a tough couple of years for many SaaS companies, forcing industry consolidation through acquisitions or shutdowns, the number of new martech startups that keep entering the field remains remarkably robust. Are these people nuts? Hold that thought. We’ll come […]
  1. Technology & Innovation
Was it John Lennon who wrote, “Imagine there’s no martech, I wonder if you can?” I may be misremembering that lyric. But it’s what came to mind when I saw the above chart. It’s from a new Gartner report, 4 Actions to Improve Martech ROI, and it reveals a pretty dramatic shift in ownership of […]
  1. Technology & Innovation
Martech utilization sucks. At least that’s the conclusion one draws from Gartner’s latest 2023 Marketing Technology Survey, which includes the above chart. “Thinking about the totality of the capabilities made available by marketing technology, what percentage of those capabilities are being utilized by your company today?” The average response to that question has dropped steadily […]
  1. Technology & Innovation
One of the most interesting annual martech surveys out there is the Martech Replacement Survey produced by the team at MarTech.org. (Kudos to Chris Elwell, whose brainchild this was.) Every year they ask marketers: Did you replace any martech applications in your stack? Why did you replace them? What did you look for in the […]
  1. Technology & Innovation
I’ve floated the idea of an Inverse Conway’s Law in previous posts before, but only in passing. So today I want to fully describe the concept, because I believe it is a useful way to understand some of the current challenges in martech — and why it may drive a major shift in marketing software […]