Good morning: The marketing tech space is still changing fast
Familiar parts of the stack are changing before our eyes. Maybe there's a good reason for that.
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Good morning, Marketers, and is marketing automation reverting to an email tool?
Sara McNamara, Marketing Operations Solutions Architect with Slack and a well-known voice in the MOPs space has been making some very timely observations about changes in marketing technology. In particular, a Pardot specialist herself, she sees a trend to remove processes from marketing automation platforms and relocate them to specialized tools. This implies MA being boiled back down again into an email and list-building tool.
This chimes with what I’m seeing with CRM — the prospect, at least, of it being used as a sales records tool while a lot of sales enablement, as well as the marketing initiatives leading up to the hand off for sales, taking place elsewhere.
I’m speculating here, but I think we’re going to see some big changes in the space over the next year, and I think — although I’m still joining the dots — these changes will reflect how far we’ve moved away from a focus on specific channels and towards a channel-agnostic orchestration approach to CX.
MarTech is marketing. “Martech is technology. But it’s also talent, teams, tactics, touchpoints — and most of all — a way of thinking.” Scott Brinker, VP Platform Ecosystem, HubSpot.