Marketing Operations
Real Story on MarTech: Is that vendor a zombie?
If left unaddressed, marketing technology zombies can create an increasing drain on your resources—and staff morale.
Tony Byrne is founder of Real Story Group, a technology analyst firm. RSG evaluates martech and CX technologies to assist enterprise tech stack owners. To maintain its strict independence, RSG only works with enterprise technology buyers and never advises vendors.
Marketing Operations
Real Story on MarTech: Why are vendor marketplaces so fragmented?
Six reasons why consolidation not been the norm in the world of marketing technology?
Marketing Operations
Real Story on MarTech: “But Will It Scale?”
That question might mean many different things, but it's a critical question businesses must ask when evaluating marketing tech.
Marketing Operations
The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?
Thinking of solutions as sitting on a spectrum between platforms and products will help clarify your business and operations models.
Marketing Operations
Real Story on MarTech: Avoid these five vendor selection pitfalls
Some common mistakes made when evaluating and choosing solutions and how to avoid them.
Marketing Management
Real Story on MarTech: Consider supply and demand chains for your marketing content
Conceptualizing a supply and demand chain for content makes it clear that a network of stakeholders is involved.
Customer Data Platform (CDP)
The Real Story on MarTech: History lessons for CDP Buyers
The story of content management systems teaches valuable lessons for anyone evaluating CDPs today.
Marketing Management
Real Story on MarTech: Sometimes the biggest vendors carry the biggest risks
But many smaller vendors are betting their lives on a single offering.
Marketing Management
What anchors your technology mall?
Perhaps a traditional shopping mall provides a better model for marketing technology than a "stack."
Marketing Management
Real Story on MarTech: The new stack
The case for concentrating key capabilities in the lower, foundational part of your stack
Marketing Management
Is there a right way to buy marketing technology? (Short answer: Yes!)
Selection teams should focus on their own user stories rather than generic vendor reference implementations. MarTech West speaker Tony Byrne will host a workshop on purchasing strategies April 15.
Marketing Management
From martech silos to an omnichannel stack
Here are three key technology buyer considerations when making the transition to a true omnichannel stack.