David Crane

Marketing Metrics Matter…With a Standardized Process of Measurment

A couple weeks back, Scott Vaughan’s post titled “Marketing Standardization: The Must Have for Marketers in 2015” exhorted the need for marketing orgs to...

From the MarTech Experts: Tips for Successful Change Management

  Managing change is the toughest part of any marketing transformation, especially regarding the adoption of new technology. This isn't new news. Yet, the pace of...

Marketing Tech at Dreamforce: A Developing Story

As we brace ourselves for the inevitable barrage of Dreamforce ’14 “takeaways, “learnings” and “insights” blog posts to hit our inboxes over the next...

Marketing Ops & Tech Summit: Past, Present, Future Of Ops

Marketing technology has garnered a staggering amount of attention in recent years as startups take advantage of today’s low capital requirements to address the...

2015 Budget Prep: Finding The Right Marketing Tech Providers

For marketers, technology stack complexity grows daily. We’ve reached Rush drum-set status. Three years ago, most marketing teams could count their tech solutions on...

Marketing Ops: Only the Analytical, Adaptable and Hungry Need Apply

The digital era has provided marketers with the ability to measure and analyze the outcomes of their efforts. No longer a company’s “arts and...

Offline Data is the New Black

One of the things I love most about the marketing tech industry is its rapid evolution — new solutions create new opportunities, which result...

Applied Integrations 101

There’s been a tremendous amount of talk about the importance of integrations lately. In fact, it was a key theme at Oracle Interact this...

Do You Need a Quick and Easy Lead Gen Process?

With the growing adoption of marketing automation technology, most marketers are focusing heavily on post-lead-gen processes such as nurturing leads and personalizing conversations with...

The MarTech Revolution: Why You Must Adapt

Technology has always been a driver of substantial change. Irrigation tools and techniques caused the Agricultural Revolution in the Fertile Crescent, navigational instruments and innovative...

Aligning MarTech and Marketing Ops — An Interview With Gary Katz

I recently interviewed Gary Katz, Founder and Chairman of Marketing Operation Partners, for research I’m conducting on the challenges and opportunities regarding the simultaneous...

Platform Wars: Episode 3 — The Integrate Perspective

This is the final of three installments discussing the “Suite vs. Open Platform” debate. The first post discussed arguments for open platforms versus all-in-one...

Respecting Legacies: How to Factor Existing Systems Into Your MarTech Roadmap

The networking industry has long used a phrase for changes that IT and business leaders want to avoid at all costs: “forklift upgrade.” The...

The Platform Wars: Episode Two – The Big Suites Strike Back

This is the second of three installments discussing the “Suite vs. Open Platform” debate. The first post discussed arguments for open platforms versus all-in-one...

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