Managing martech relationships: Partnerships and agility in marketing
Putting your martech strategy in place requires much more than technological know-how. Contributor Andy Betts explains how to forge partnerships both internally and externally.
In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation.
It’s already happening, not only through mergers and acquisitions, but also as brands begin to realize the massive value of martech-powered strategic partnerships and integrations.
The technology possibilities are exciting, but the human side of martech is the source of both the greatest challenges and the greatest opportunities. As the tech marches onward, becoming ever smarter through AI and the activation of more data than humans could possibly comprehend, people are still the glue in successful partnerships and integrations.
In a brave new world where technology can do just about anything, who is going to tell it what to do?
In this post, we’ll continue our exploration of what I like to call the Agile Marketer: who that is, what skills and tools they need to succeed, and how you can become one.