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One of the best things anyone ever told me is that most arguments about money aren’t about money. Money becomes a proxy for self-worth, fear of scarcity, respect, even love — to name just a few. Knowing what the real issue is has meant I have fewer arguments and more discussions about whatever money represents at the moment.
Similarly, arguments about martech integration usually aren’t about technology. They’re really about problems in your org chart, writes Gene De Libero. The integration is mapped to how data flows through the organization, when it should be mapped to how customer value flows. That’s the real issue, the one that tells you where the data needs to be. Focus on that and all those arguments will go away.
Constantine von Hoffman
Managing Editor
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bit.ly/mtnl
