Dr. Martech and Mr. Hype: A Transformational Webinar

I spend a lot of time debating dichotomies with myself:

• The classic: is martech consolidating or expanding?
• Should you centralize or decentralize marketing, automate or humanize it?
• Should you practice agile or waterfall approaches to martech product adoption?
• Should you buy more martech tools or better use the ones you have?
• The martech triumvirate: suite or best-of-breed, software or services, build or buy?
• What’s hype or actual technological advancement?

So as I find myself contemplating what the decade ahead holds for the martech industry and profession, I thought I’d invite you into the conversation.

The previous decade saw the rise of the marketing technologist and the birth of a $100+ billion marketing technology industry with over 7,000 solutions. What does this next decade hold for the field?

We face two competing themes. One: much-needed maturing of the martech profession and martech vendor landscape, bringing us greater structure, stability, and discipline. The other: further martech disruption as new technologies, new regulations, and new approaches to business continue to change marketing as know it.