MSoM #011 | The enterprise problem
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Welcome to Making Sense of Martech, an irregular set of interviews with some of the most interesting people in marketing technology.
Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured every week by interviewing the people behind the research, ideas and important work.
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In this episode of MSoM I’m joined by Anita Brearton and Sheryl Schultz, the founders of CabinetM, a marketing technology management platform that companies use to manage and report on their technology strategy and LibraryM, a fantastic resource to find the latest research, events, and content on Martech. CabinetM is based in the United States, and services more than 800 companies with their platform technology from some of the world’s largest brands to startups. We talk about how marketers manage technology in their companies, and how enterprise businesses are different from smaller companies in how marketing technology is adopted and used across the industry.
We talk about the changing needs of marketers as more than 150 new technology products are launched every year in an industry that has more than 15,000 tools in the market. There's a discussion about technology competitiveness in an increasingly saturated market. Including, how enterprise businesses purchase and implement technology and how smaller companies can more easily implement technology that's scalable and effective. We also walk through the concept of an anchor platform and how some marketing technologies orient and inform investment into other technologies. The skills gap in marketing technology is another topic covered in this conversation and the impacts it has on the successful adoption and use of Martech.
Listen on Apple, Spotify, Google and everywhere else.
📚 Resources
Q1 2021 Martech Innovation Report
Building Your MarTech Stack Into an Ecosystem