Scott Brinker

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. Ano...

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 i...

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 works. Some of these adoptions iterate and evolve. Some get tossed on the scrap heap. But speed and a test-and-learn approach are favored.

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 to...

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...

3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers

tl;dr There are three trends that are changing the nature of martech. They will catalyze the end of the “first golden age of martech” and lay the foundation for a second golden age that will be much larger, but likely look quite different. Ecosystems ...

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....

New Posts