MarTech East 2019: Anand Thaker on what’s next for martech in 2020
Moving technology beyond the acquisition of data to driving strategy - and not getting lost in tactics-only thinking - are key challenges we face in the coming year.
Here are my takeaways from the event on what marketing leaders need to focus on to grow faster.
Below is the video’s full transcript.
Hi, everybody. It’s been a couple of days since the MarTech Conference in Boston, and I am still digesting all the great takeaways from it. But one thing that’s been running through my head has been, and
Hi, my name is Anand Thaker with IntelliPhi. You’ve probably seen me engaged in various aspects of the martech industry and lately, I’ve been leveraging martech as a lens and inspiration to elevate growth leaders and investors.
It’s been an exciting year for martech overall. Right? We’ve seen a flurry of acquisitions. We’ve seen lots of change and
I thought the speakers did a great job in their sessions of not only how do you build those bookends but how to fill in between very nicely. I wanted to take you down three different themes that I saw throughout the conference.
The first is agility and disruption. If customers are dynamic, shouldn’t leadership and the talent be enabled and empowered to help business operations match that cadence? You know, extrapolating for that new evolution Scott Brinker talks to us and shares with us this concept of platforming marketing and how that is leading into these different levels of maturity throughout the organization starting from the voice of the customer, the customer experience within marketing.
Agile, elevates us from one stage of the next is where Matt LeMay comes in with the spirited support of his turtle, Sheldon, where they take us down a journey of agile adoption from denial to adoption. He also reminds us, and I got to hear this from some observations from fellow moderator Jeff Eckman and privacy expert Duane Schulz, where we all kind of heard this concept and where cross-functional approach is necessary to better understand the customer, but also to orchestrate how you engage with that customer and continue to build on that community. Marketing, technology
Also, while martech is transforming marketing, it’s also serving as inspiration on how the organization needs to change, and it’s creating that transformation.
One of my favorite analysts, Charlene Li, is the principal analyst at Altimeter Group. You may have heard of some of her books, “Groundswell” and “Open Leadership.” She’s recently released “Disruption Mindset,” which details how this is done. We got a taste of this at the conference. In her session she talks about these secret ingredients within
The second theme wasn’t necessarily about data, but it was really talking about how do you advance your tech focus beyond the acquisition of data? Right? So the second theme was about intelligence privacy. Oh yeah, and that operational thing
Of course, the next thing AI who isn’t talking about “to AI or not to AI.” But I particularly loved Chris Penn’s session who really opened the box about AI and the practical uses in building a toolkit for marketing.
The third theme is marketing is facing an identity crisis. Perry Hewitt, Erica Seidel
Please share your comments and thoughts. We look forward to seeing you in San Jose at the next event