6 martech contract gotchas to be aware of
Martech contracts can raise thorny issues. Here are some to look out for.
Steve Petersen is a marketing technology 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. Petersen represents his own views, not those of his current or former employers.
Project and Workflow Management
Winning the martech procurement process
Making life easier for executive assistants will also make it easier for you.
Five human issues that can wreck a technology implementation
Vendors, stakeholders, users and even you can cause you a lot of problems.
Broaden your marketing ops talent perspective
Marketing operations is more than just marketing automation. Diversify your perspective when looking at candidates' skill sets.
Martech is mainly about relationships
If you though technology and strategy were the hardest parts of marketing tech, think again. Relationships are fundamental.
Who’s a marketer anyway?
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
How to establish a new martech role
Getting colleagues familiar with your new martech position is no easy task.
Marketing operations and technology shouldn’t ignore the web
While talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.
Not all B2B and B2C categorizations are alike
From a marketing and marketing operations perspective, the harder you look at the B2C/B2B distinction the fuzzier it seems.
Finding tech solutions for departments outside marketing
What happens when other departments piggyback on the marketing tech stack and marketing decides to make a change?
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.
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.
Cleaning up the confusion in marketing ops job postings
The marketing ops space needs clearer distinctions and a consistent vocabulary.
Understanding different product roles in marketing technology acquisition
Evaluating, deploying, managing and owning marketing technology requires a range of different skills.
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.
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.
When testing, look at the big picture
Optimizing for MQLs, for example, can have big implications for downstream processes
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?
It doesn’t have to be martech to be in a martech stack
Asking what is and isn't martech leads to complex considerations
If marketers use it, yes, it’s martech
As long as they bring vision, commitment and orchestration to the tool set.