Scott Brinker

3 thoughts on Adobe acquiring Marketo for $4.75 billion and what it means for...

The deal was announced yesterday afternoon: Adobe is acquiring Marketo for $4.75 billion. (As fate would have it, it was just a few hours before I was speaking at a MOCCA marketing operations event in New York on the topic of martech industry trends —...

Martech companies talk customer-centricity, but can they be customer-centric?

A ton of marketing technology is sold today as the solution to delivering better customer experiences. Of course, martech doesn’t automagically create great customer experiences any more than a food processor makes you a great chef.

The CMO Council asked 8 good, hard questions about marketing technology management

The following interview was originally published by the CMO Council in the August 2018 edition of their Marketing Magnified e-journal. They asked me eight great questions about martech for marketing executives. These are my suggestions in reply. 1. Ho...

Martech Olympics: Even just the UK Marketing Technology Landscape has 417 companies

In the beginning, there was the first marketing technology landscape. And then it grew. And grew. And grew. And grew. And grew. And, yes, this year it grew again. To be honest, there were a number of things about this slightly obsessive exercise of m...

The 4 Forces of Marketing Operations & Technology

As I’ve been preparing for the upcoming MarTech conference in Boston, I have been thinking about the fundamental forces that marketing technology and operation professionals wrangle in their work. I believe there are two overarching challenges in mark...

Bots and automation don’t automagically create a great customer experience

The alliterated alternate title for this post could be: Tickets, Tools, and Taylor Swift — One Father’s Afternoon in Automated Customer Experience Purgatory. Subtitle: a small case study of anti-patterns for customer experience bots and automation. My...

Choosing between being strategic or being agile is a false dichotomy

“Agile marketing” is a crutch for those who do not have a real strategy. That was the headline from an article published this week by Samuel Scott on The Drum. Now, I’m a fan of The Drum. They generally have sharp coverage of marketing and media topic...

The future of marketing belongs to hybrids, but don’t call them unicorns

I’ve grown to dislike the label “unicorn” in martech. In the early years of the marketing technology revolution, marketing technologists — hybrid professionals who applied technical skills in a marketing context — were sometimes called unicorns. Partl...

Democratizing martech: distributing power from IT to marketing technologists to everyone

I am fascinated by “citizen technology.” That’s a terrible name for it, because it implies digital government technology, which is not what I’m talking about. (Although that too is a fascinating topic for discussion on another day.) Rather, the labels...

The paradox of simultaneous martech consolidation and expansion, illustrated

Man, people sure do find anecdotes more persuasive than data. (As an aside, this is why machine learning can be so helpful in applying true data-driven marketing — our human biases really skew our perception of reality.) We most recently released the ...

The myth of martech consolidation is dead. Now what?

A couple of weeks ago, we hosted the MarTech West conference in San Jose. My personal thanks to all of the amazing speakers who brought such passion and insight to their martech-in-the-real-world presentations — you were awesome. Rather than offe...

54 marketing stacks from The Stackies 2018: Marketing Tech Stack Awards

Wow, I am just in awe of the 54 entries we received into The Stackies 2018: Marketing Tech Stack Awards. The quality of the illustrations this year were particularly remarkable. These are marketers who clearly have a lot of passion for their infrastru...

Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)

Like the running of the bulls in Pamplona — an apt simile? — it’s become a yearly tradition for me to release the marketing technology landscape at the MarTech conference in the spring. So here at our event in San Jose today, I’m pleased to unveil the...

Salesforce to acquire Mulesoft because, hey, it’s a world of infinite cloud services

Yesterday, Mulesoft announced it was being acquired by Salesforce for $6.5 billion. That’s a pretty heft premium — a 21.6X multiple — given that the company had less than $300 million in revenue for 2017. That’s a strategic bet. So what’s the strategy...

Our martech salary survey delivers a lot of great news, but one disappointment

For martech careers, there is a lot of really good news. But one thing that isn’t. First, thank you to the 884 professionals who participated in our 2018 Marketing Technology & Operations Salary Survey, a collaboration between myself and the team ...

Agile marketing reaches 37% adoption with a wide variety of techniques

In reflecting on the “greatest hits” of chiefmartec.com over the past decade, it’s been exciting to see how many ideas that were once on the fringe of marketing have shifted into mainstream practice. For example: agile marketing, the adoption of agile...

Blockchain marketing technology landscape grows 400%

Blockchain and marketing isn’t just a punchline. Jeremy Epstein, CEO of Never Stop Marketing, a boutique marketing agency for blockchain startups, and one of the world’s foremost authorities on the adoption of blockchain and decentralized technology i...

A Decade of Martech: The top 10 ideas from 10 years of chiefmartec.com

Happy anniversary, dear martech readers. Ten years ago, I started chiefmartec.com, with my first post in February 2008 announcing “a blog for marketing technologists.” It was shortly followed by a riff on martec being analogous to marcom, which is why...

5 Disruptions to Marketing, Part 5: Artificial Intelligence (2018 Update)

Whew! This is the final part 5 of a five-part series, providing an update on the 5 Disruptions to Marketing as 2018 marches forward. If you have not yet read Part 1: Digital Transformation, Part 2: Microservices & APIs, Part 3: Vertical Competitio...

Team behind Microsoft’s marketing stack visualization tackle blockchain martech

Marketing technology, great visualizations, disruptive innovation — these are a few of my favorite things. So I was delighted when Jeremy Posvar and Todd Wells — the two fellows who shared Microsoft’s marketing tech stack in last year’s Stackies award...

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