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?
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Steve Petersen's latest articles
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.
How do you define marketing ops? It’s debatable
If we use the term so frequently, we should be able to do a better job of defining it.
Are best practices useful or lazy?
Adopting best practices seems like a no-brainer. But here are some things to consider along the way.
Using martech role types to build and maintain teams
Scott Brinker's role categorization can aid team building and planning.
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.
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.
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.
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.
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.
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.
5 factors that can make or break a marketing vendor-client relationship
How a vendor establishes a client account team can uncover insights into how productive the relationship will actually be.
Soapbox: Gamification has promise and pitfalls
The principles of gamification have potential, but understanding motivation and managing reward complications must be done with care.
Here’s what the role of a martech orchestrator looks like
We all know martech is complex and evolving so we need orchestrators to provide clarity about how operations are managed.
Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy
We should aim to find ways to garner high conversion rates without always relying upon gimmickry.
Fostering relationships is key to managing a martech stack
When developing an organizational plan, navigating workplace culture to find allies will help strike the right balance of martech that works for all.
Product ownership is the keystone to martech management
Implementing frameworks like Scrum and Prosci can increase the chances of a product’s success, but a person must accept the responsibilities to own it.
Preparing college students for the marketing profession takes commitment and planning
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from professionals.
Martech and change management: Human factors matter most
Investing time to understand the nuances of change management can help martech practitioners deliver better results.
Don’t limit yourself to your obvious competitors when conducting a competitive analysis
Organizations need to monitor competitors in their industry but beyond it as well.
My key takeaway from MarTech East: Empowering others in an organization leads to innovation
Enabling an organization to self-serve - with training - was a theme throughout the conference as a path to foster innovation.
Product adoption: It’s tough to get return on investment with something that isn’t used
There are many obstacles in adding to your martech stack but understanding possible impediments means you can address them early in the process.
Buying martech is easy, managing the process to use it effectively is the hard part
Shifting priorities wreak havoc on our best intentions as martech buyers so it's important to take the time to plan and avoid random acts of martech.