The pros and cons of specializing in specific martech products
MOPs practitioners have their favorite solutions, but is it a good idea to specialize in one...
Steve Petersen
Steve Petersen is a marketing technology manager at Western Governors University in Salt Lake City, Utah. He started on WGU's marketing website team where he helped create and implement several initiatives including site redesign and maintenance, multivariate testing, user testing and mobile app development. Prior to WGU, he worked as a strategist at the Washington, DC digital agency The Brick Factory where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster.
It doesn’t have to be martech to be in a martech stack
Asking what is and isn't martech leads to complex...
If marketers use it, yes, it’s martech
As long as they bring vision, commitment and orchestration to the tool...
What is marketing ops?
We know it when we see it, but can we define...
Are best practices useful or lazy?
Adopting best practices seems like a no-brainer. But here are some things to consider along the...
Using martech role types to build and maintain teams
Scott Brinker's role categorization can aid team building and...
Reasons why not to buy a shiny new thing
Before you take the plunge, really think about if you can actually enable the new tech to its full...
Understanding data flow is key to uncovering leaks and distortions in your martech stack
In order for the four types of practitioners to work well together, they all need to understand how data enters the stack and where it...
A closer look at Martech role types and T/I-shaped individuals
There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make...
Martech stack documentation is vital, here are some tips to do it right
By maintaining documentation, important details are shared more easily and less likely to fall through the...
Martech practitioners must leverage interdepartmental interactions
We participate in coalitions and teamwork to succeed, so technologists need to identify and foster interdepartmental collaborations to...
How to overcome the many tech battles MOPs teams face daily
From security updates and web application firewalls to regular system hygiene, marketing technologists have multiple options to safeguard their brand...
5 factors that can make or break a marketing vendor-client relationship
How a vendor establishes a client account team can uncover insights into how productive the relationship will actually...
Soapbox: Gamification has promise and pitfalls
The principles of gamification have potential, but understanding motivation and managing reward complications must be done with...
Here’s what the role of a martech orchestrator looks like
We all know martech is complex and evolving so we need orchestrators to provide clarity about how operations are...
Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy
We should aim to find ways to garner high conversion rates without always relying upon...
Fostering relationships is key to managing a martech stack
When developing an organizational plan, navigating workplace culture to find allies will help strike the right balance of martech that works for...
Product ownership is the keystone to martech management
Implementing frameworks like Scrum and Prosci can increase the chances of a product’s success, but a person must accept the responsibilities to own...
Preparing college students for the marketing profession takes commitment and planning
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from...
Martech and change management: Human factors matter most
Investing time to understand the nuances of change management can help martech practitioners deliver better...