Martech Enablement
What is Martech Enablement?
According to contributor Peter Ladka, author of MarTech Today’s “A Nine-Part Practical Guide to Martech Enablement,” martech enablement is:
The process of bringing marketing and technology together to create the team, define the strategy, identify, implement and integrate the tools, and execute the strategy that enables an organization to engage most effectively with their customer. Ultimately, it’s getting the right information at the right time into the hands of marketers so they can effectively engage their customers to build brand, market products and services and assist the sales organization.
Check out all the content in this category for actionable advice on how to structure your organization so you’re ready to take advantage of martech’s capabilities.
Walking the CX talk
Whether you're assessing your own company's status or considering how a potential employer is doing, follow these tips to determine whether a...
The role of strategic marketing operations in addressing today’s top 3 CMO challenges
The opportunity has never been higher for marketing operations to step up from being button pushers to strategic contributors and...
How to build and budget your 2019 customer-centric MO playbook
As you pivot your organization to become more customer-centric, the changes will likely have a significant impact on your budgetary needs....
Is your organization ready for a dedicated MO function?
Maybe you're eager to get a marketing operations function started at your company, but is it really ready? Contributor Debbie Qaqish explains...
5 steps to mapping your martech stack (and knowing the risks and benefits of your digital ecosystem)
Contributor David Booth explains how to get a handle on the myriad tools being used in every corner of your organization....
Rent, buy or train? How to accelerate strategic marketing operations
Selecting martech stack elements is one thing, but finding the humans to use them is quite another. Contributor Debbie Qaqish discusses...
Report: Companies increase martech spend but struggle to keep up with the speed of its growth
Though companies say they aren't keeping up with the speed of martech's evolution, they continue to add tools to their stacks at a healthy pace....
Is your customer the unifying thread? How to do martech right
How you approach martech is highly dependent on the thread that's unifying all of your decision-making. Contributor Debbie Qaqish explains how...
3 management models that help streamline today’s martech operations
Contributor Andy Betts outlines three ways of thinking about your marketing department in this age of rapid innovation....
Becoming customer-centric: A tale of a NextGen MO organization
Contributor Debbie Qaqish describes the structure of a company taking marketing operations to the next...
How to build a fearless marketing team
As a CMO or marketing leader, you can't go it alone. Contributor Matt Zilli explains the characteristics you should seek out when building a...
Managing martech relationships: Partnerships and agility in marketing
Putting your martech strategy in place requires much more than technological know-how. Contributor Andy Betts explains how to forge partnerships...
How the C-suite benefits from a strategic marketing operations function
Need ammunition to win budget and staffing for a strategic marketing operations team? Contributor Debbie Qaqish offers a long list of benefits....
Building an AI mindset: Time to identify and develop skill sets now
Contributor Andy Betts details the talent gap that may be holding up the adoption of machine learning and AI in marketing but also offers...
What does artificial intelligence mean for marketing agencies?
It's clear artificial intelligence will play a role in the future of marketing, but what will that role encompass? Contributor Daniel Faggella...
You vs. data: Where people fit in modern retail marketing strategy
Contributor Steve Tutelman advocates for three important attitude shifts that can enable your organization to use data efficiently and...
ABM is a team sport: 5 steps to ensuring players work together
Contributor Peter Isaacson outlines concrete steps marketing leaders should take to ensure their Account-Based Marketing initiatives achieve...
The pros and cons of marketing operations as a corporate vs. field function
Should your marketing operations be centralized, or should field offices be autonomous? Contributor Debbie Qaqish explores the risks and...
Revitalizing the long-term relationship between marketing and sales
Contributor Josh Aberant explains why the relationship between sales and marketing has changed -- and how leading SaaS firms are leveraging it...
Closing the marketing skills gap: 3 talent acquisition strategies, Part 3
In Part 3 of a series on the strategic marketing operations leader, contributor Debbie Qaqish discusses the challenges of finding the right...