Scott Brinker

Martech collaboration between marketing and IT, and the real impediments to martech success

Last month, I declared that the 10-years war between marketing and IT was over. This was in response to Gartner’s CMO Spend Survey 2019-2020 that showed a remarkable reversal in the relationship: IT went from being one of the “top inhibitors” to market...

Your martech stack is probably 2X as big as you think it is

The editorial staff here at chiefmartec.com (looking in the mirror) are rather obsessed with martech stacks. What’s in them? How much is controlled by IT or marketing operations? How do marketers think of them? How many apps in them support self-servic...

What do martech and the Portuguese navy have in common?

About a month ago, I received an odd comment on my blog, “Martec’s Law was quoted by the Portuguese navy with respect to asymmetrical warfare. It is definitely a law now.” Huh? That mandated an immediate Google search. Sure enough, Martec’s Law had jus...

Why Lyft decided to build their own internal martech platform

A few months ago, I read a fascinating article published by the Lyft Engineering team on Medium, Building Lyft’s Marketing Automation Platform. While we know there are a lot of homegrown martech systems in the wild, it’s rare for them to be described p...

A martech milestone: IT leaders embrace the upside of “shadow IT”

There are notable inflection points in the history of martech where you simply have to pause and say, “Wow, the world sure has changed.” Crossing more than 1,000 solutions on the marketing technology landscape in 2014 was one. Digital ad spend surpassi...

The 10-years war between marketing and IT is over

I was reading Gartner’s latest CMO Spend Survey 2019-2020 — spoiler alert: average marketing budgets have fallen to 10.5% of company revenue and the percentage of the marketing budget dedicated to martech slipped from 29% to 25% — when something truly ...

Martech is now a $121.5 billion market worldwide

Martech: 2020 and Beyond, a new report collaboratively produced by BDO, WARC, and the University of Bristol, estimates that the worldwide spend on marketing technology is $121.5 billion. Their report focuses on martech spending in North America and the...

The (near) future of marketing is decentralized

In Gartner’s most recent Marketing Organizational Survey for 2019 — how marketing leaders structure their teams today and how they expect them to change over the next several years — a remarkable finding popped out to me: 20% of respondents reported th...

Platforming Marketing: 8 P’s of Self-Service Martech

The theme of my keynote talk at the MarTech conference earlier this month was “platforming marketing.” (Watch a reenacted video of the keynote here.) I’ve spent much of my career thinking about two broad topics: marketing and platforms. Yet it took me ...

Agile Is Marketing, Matt LeMay’s excellent MarTech keynote

One of our keynote speakers at last week’s MarTech conference in Boston was Matt LeMay, author of the excellent book Agile for Everybody and partner at Sudden Compass. After my opening keynote (reenacted here), Matt presented a fantastic, 20-minute tal...

Is martech in the trough of disillusionment? I hope so

You’re familiar with Gartner’s iconic hype cycle, right? Pretty much every technology follows the same pattern of unrealistic hype in its early stages, followed by a crash of disappointment when those lofty aspirations fail to materialize. But then it...

This perfectly captures the Herculean challenge of modern marketing

On the surface, this cartoon last week from Tom Fishburne, the talented Marketoonist, seems to be poking fun at the different “chief” titles that marketers and marketing-ish executives use. Ha ha, us mad marketing people and our zany titles du jour. B...

Is your martech leadership failing on SEO? Probably

Sorry, but odds are you’re failing at SEO and probably don’t even realize it. That was the cold splash of water in the face that I got talking with Jessica Bowman, owner of enterprise SEO consultancy SEO Inhouse, author of The Executive SEO Playbook,...

McDonald’s drops CMO role and creates a new SVP marketing technology role (under the...

Normally, I don’t write about career moves on this blog. But an article that appeared in Ad Age this week about the upcoming departure of famed McDonald’s CMO Silvia Lagnado — and the company’s decision to not name a new CMO — caught my attention.…

Want to innovate like Amazon? Here’s their formula

You can’t escape Amazon in the digital economy. Now a trillion-dollar company, they have disrupted diverse sectors from retail to software development with a deftness and drive that’s admirable and alarming. They actually seem to be speeding up their ...

Martech is marketing, kind of like fixing things is home ownership

Last week, I staked the claim that “martech is marketing.” Whatever you think of martech and its relationship to marketing at large — or what you believe its relationship should be — it’s hard to deny that it’s not a part of marketing’s domain. Love…

Martech is marketing: a wide spectrum of possibilities

“Martech is marketing.” The MarTech conference recently updated its tagline to that phrase, evolving beyond our original motto, “Marketing. Technology. Management.” It’s not that the conference itself changed. But since we launched the event five year...

Of dinosaurs and meteors: 2 different (and contentious) models of technology adoption

As a result of easy-to-acquire SaaS tools and pressure to harness the relatively unknown possibilities of emerging technologies before competitors do, companies are increasingly bypassing the heavyweight “requirements gathering” processes of classic enterprise IT and, instead, more quickly trying new software apps to see what…

Martech stack utilization is a misguided metric (when it’s disconnected from value)

Back in the early days of martech, there was an apocryphal statistic that most marketers only used about 15% of the capabilities of their marketing automation systems. (I heard this stat thrown about for years, but googling suggests that SiriusDecisio...

Not all integrations are created equal: 4 layers of app integrations with SaaS platforms

Disclosure: This is one of those rare articles on this blog that’s entangled with my work as VP Platform Ecosystem at HubSpot. While it’s not specific to HubSpot — this is an issue and a framework that I believe are broadly applicable across all SaaS…

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