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Balancing marketing technology and IT at a Fortune 500 firm – A Dialogue with Scott Brinker
Marketing technology management can look straightforward on paper, when analysts and pundit-bloggers such as myself draw simplified diagrams of new organizational structures with a few quick brushstrokes. But the real work of implementing these organizational changes for “the new marketing” — and the cultural shifts entangled in that mission — especially at a major Fortune…
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The New Marketer – From T-Shaped to Pi-Shaped
Ashley Friedlein, the CEO of Econsultancy, has a great op-ed in Marketing Week today, Why modern marketers need to be pi-people. That’s “pi” as in the capital Greek letter pi that looks like this: Π. It’s a riff on the label “T-shaped people” that has been popularized in digital marketing over the past few years.…
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Investing in Marketing Technology Future – Marketing Technology Office
Originally published by: Forrester on 2011-10-24 13:28:20. Written by Robert Brosnan | Suresh Vittal MARKETING RISKS SUCCUMBING TO TECHNOLOGY SPRAWL To compete in the age of the customer, marketing departments must increase technology investments to facilitate the capture, analysis, and application of customer data. (see endnote 1) The knot of proliferating channels, rapidly evolving behavior,…