Scott Brinker

Martech is a mainstream marketing profession, latest Gartner data confirms

As 2018 comes to a close, we can affirm that this was the year that the martech profession crossed into the mainstream. Marketing technologists are no longer unicorns. I was struck by this anecdotally with the speakers and attendees at the MarTech con...

Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey

When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget, on average, down from 27% the year before. Some took it ...

The funny and frustrating truth: organizations change more slowly than technology

I’m a huge fan of Tom Fishburne, a.k.a. Marketoonist. Every week, I look forward to his latest cartoon, pulling back the curtain on some absurdity of modern marketing that we all recognize but rarely call out. Tom artfully reveals the de-syncs between...

Now every marketer is an app developer — even if they don’t know it

One of the ideas I’ve been focused on this year is the rise of “citizen technologists” in marketing — citizen developers, citizen data scientists, citizen integrators, etc. It’s about giving non-technical marketers the tools and empowerment to build a...

The New Rules of Marketing Technology & Operations

My opening keynote at the most recent MarTech conference was titled, “The New, New Rules of Marketing (Operations).” It was an iteration on ideas of the 4 forces of marketing operations & technology that I first wrote about a couple of months ago....

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 ...

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