Good morning, and let’s not leave any industries behind.
A recent interview with Marge Murphy of Acadia (see below) got me thinking about the potential for martech right across a range of industries we don’t talk about enough, including manufacturing of durable and nondurable goods and wholesale trade — three of the biggest sectors in the U.S.
Of course there are brands within those sectors which have a level of digital maturity, but as for the sectors as a whole, I’m not so sure. When most of your business is being done offline, or when you’re fulfilling consistent orders for the same retail partners, maybe you don’t need marketing automation or a CRM. But if most of your business has shifted online, if you need to extend or change your go-to-market strategy, then you need to jettison the spreadsheets.
For those of us working in software or publishing, in healthcare or finance, does this really matter? I’m not an economist, but I have the feeling that bringing the economy back means bringing all the major sectors back. And doesn’t that mean bringing everyone into the digital fold?
Kim Davis
Editorial Director, MarTech Today