Why organization management is crucial for marketers
Lead the charge in shaping martech organizations, ensuring proper training and collaborating with key stakeholders for scalable success.
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Ana Mourão's latest articles
Why marketers need to master capability assessment and tool procurement
With these competencies, marketers can align martech tools with business needs, optimize data flow and enhance customer engagement.
Why marketers need ‘architecture vision’
Architecture vision is the third of six core competencies marketers should develop to help them make effective use of the martech stack and the processes surrounding it.
Why you need to master martech tool management
How to ensure data privacy, control platform access and improve processes without extensive technical knowledge.
Why marketers need generalized system understanding
Holistic views of marketing technology and data flow enhance marketing processes and customer engagement.
6 core competencies every martech manager needs
Here's how marketers can lead and shape marketing technology strategies, focusing on six core competencies essential for martech success.
Maximizing martech’s impact: Insights from The CMO Survey
The report uncovers misalignments in how companies approach martech spending, implementation and integration.
How to align processes to drive martech utilization
Conduct a marketing processes and technology audit, map platforms to the buyer's funnel and streamline your martech stack.
How marketers can help boost martech utilization
Practical steps to boost martech utilization and streamline operations for improved performance and efficiency.
4 best practices to build a clean and engaged email database
Build and maintain a high-quality email marketing database using first-party data, email verification, double opt-in and more.
Customer relationship management (CRM)
Real-time vs. batch-based CRM data processing: Key considerations
Make the most of your CRM data. Learn how real-time and batch-based processing works and ways to use each approach in your campaigns.
How can marketers help make customer data available automatically and fast?
Here's actionable advice on automatically and quickly converting data from a range of channels into data you can use.
Customer journey orchestration
How to use conversion data to enhance top-of-funnel marketing
Here's how enabling conversion data to inform customer acquisition efforts can help marketers boost performance over time.
Customer journey orchestration
Why marketers should focus on growth loops, not funnels in customer journey orchestration
Find out how these strategic cycles can level up your marketing, break down team silos and drive better results.
How experimental marketers can drive martech utilization
Explore the role of experimental marketers in maximizing martech stack value.