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.
Steve Petersen is a marketing technology manager at Western Governors University in Salt Lake City, Utah. He started on WGU's marketing website team where he helped create and implement several initiatives including site redesign and maintenance, multivariate testing, user testing and mobile app development. Prior to WGU, he worked as a strategist at the Washington, DC digital agency 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.
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.
Data
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
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.