Management
How to think about budgeting for the marketing tech stack
In situations when budgeting is rather strict, it is important to think with the future in mind at things you might need tomorrow as well as today.
Steve Petersen is a marketing technology operations manager at Zuora. He spent nearly 8.5 years at Western Governors University holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster. Petersen lives in the Salt Lake City, UT area.
Operations
Marketing ops shouldn’t perform procurement
Marketing operations should absolutely be involved in the procurement of marketing tech. But it shouldn't be running the buying process.
Operations
Cleaning up the confusion in marketing ops job postings
The marketing ops space needs clearer distinctions and a consistent vocabulary.
Operations
Understanding different product roles in marketing technology acquisition
Evaluating, deploying, managing and owning marketing technology requires a range of different skills.
Management
How using the ICE Model for prioritization can sharpen your strategy skills
Though this model for prioritizing projects is simple, there are limitations to bear in mind.
Operations
What marketers should know about data governance and tracking script management
It's important to know who your stakeholders are, to establish a monthly review process and to orchestrate where you can.
Management
When testing, look at the big picture
Optimizing for MQLs, for example, can have big implications for downstream processes
Management
The pros and cons of specializing in specific martech products
MOPs practitioners have their favorite solutions, but is it a good idea to specialize in one only?
Management
It doesn’t have to be martech to be in a martech stack
Asking what is and isn't martech leads to complex considerations
Management
If marketers use it, yes, it’s martech
As long as they bring vision, commitment and orchestration to the tool set.
Management
Are best practices useful or lazy?
Adopting best practices seems like a no-brainer. But here are some things to consider along the way.
Management
Using martech role types to build and maintain teams
Scott Brinker's role categorization can aid team building and planning.
Management
Reasons why not to buy a shiny new thing
Before you take the plunge, really think about if you can actually enable the new tech to its full potential.
Management
Understanding data flow is key to uncovering leaks and distortions in your martech stack
In order for the four types of practitioners to work well together, they all need to understand how data enters the stack and where it goes.
Management
A closer look at MarTech role types and T/I-shaped individuals
There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make sense in another. Here's why.
Management
A closer look at Martech role types and T/I-shaped individuals
There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make sense in another. Here's why.
Management
Martech stack documentation is vital, here are some tips to do it right
By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.
Transformation
Martech practitioners must leverage interdepartmental interactions
We participate in coalitions and teamwork to succeed, so technologists need to identify and foster interdepartmental collaborations to excel.
Management
How to overcome the many tech battles MOPs teams face daily
From security updates and web application firewalls to regular system hygiene, marketing technologists have multiple options to safeguard their brand from malicious activity.