Even three years after Scott Brinker and Laura McLellan’s HBR article on The Rise of the Chief Marketing Technologist, the space continues to still see tremendous growth both in size and breadth.
During the same time, the number of vendors in the martech landscape has quintupled from just under 1,000 to over 5,000. While recent predictions pointed to consolidation or contraction, there does not seem to be any evidence of the martech landscape slowing its expansion. In part, this is due to marketing’s impact expands beyond just the department.
What began as a role that served marketing by delivering solely a technology strategy and implementation, now is fast becoming a core competency for the next generation executive go-to-market leaders. A primary driver has included the exponential rise of quantity and granularity of customer and marketplace data.
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