Scott Brinker

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…

5 MarTech takeaways: teams, product management, decentralization, marketing leadership, IT governance

Every MarTech conference is always a whirlwind of insights and ideas. It usually takes me a couple of weeks after the event to synthesize what my key takeaways were from the event. Here are five that have resonated deeply with me — with huge thanks…

Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040)

As Bill Murray would have said in Groundhog Day, “Well, it’s martech landscape day… again.” It has become an annual tradition at our spring MarTech conference to release an updated version of maybe the most infamous slide in marketing: the marketing t...

48 marketing stacks beautifully illustrated for the 2019 MarTech Stackies: Marketing Stack Awards

For the 5th year, we’ve run The Stackies Awards, where marketers send in a single slide that illustrates their “stack” — the collection of marketing technology tools they use and how they conceptualize them together. We received 48 entries this year,...

If you say agile marketing doesn’t work, which practices are you talking about?

Andrea Fryrear of AgileSherpas is one of the world’s leading agile marketing experts, author of Death of a Marketer, and instructor for the Agile Marketing Advantage workshop at the upcoming MarTech conference (a few spots for her workshop are still a...

What are the job responsibilities of marketing technology management?

Thank you to everyone who participated in our 2019 Martech Salary Survey. We’re analyzing the compensation data now, and we’ll release the full results at the MarTech conference in San Jose in just a few weeks. (There’s still time left to snag a ticke...

4 remarkable facts from the latest hard data about the growth of (mar)tech stacks

People often complain that my marketing technology landscape has too many apps. If only those crazy martech entrepreneurs would stop making more, all would be right in the jungle. Let’s set aside for a moment the supply-side economics that have foster...

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