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.
Do you need an identity resolution platform?
Identity resolution — the process of connecting the growing volume of consumer identifiers to one individual as he or she moves across...
Adopting new martech? You don’t have to choose between agile and waterfall
Our approach to adopting new marketing technology doesn't need to be so black and...
What Stackie winner Airstream learned from communing with its stack
The iconic camper company said analysis of the technology helped them see common goals and key opportunities across marketing operations...
How 2019 Stackie Award winner Sargento cooked up their stack
The exercise showed the cheesemaker that its martech stack was more robust than the marketing team first...
Marketing technology grabs 29 percent of 2018 CMO budgets, survey says
Martech is now the single most significant area of investment for marketing resources and programs, according to the latest Gartner CMO Spend...
To enable digital transformation, PwC set about changing employee mindsets
The company's martech has become exponentially more valuable since introducing new processes to address digital transformation challenges,...
How the New York Times applied marketing technology to triple subscriptions
The Times' martech product team sits between strategy and customer experience delivery and connects engineering and...
How to wed multiple martech stacks when companies merge
Poly's Zack Alves and LogMeIn's Justin Sharaf have both led marketing technology teams through company acquisitions. Here's how they made it...
Freshly CMO Mayur Gupta’s unexpected path from technologist to marketer
Gupta found his engineering background gave him the perspective to shake up the rules of...
Building a marketing operations team from scratch, one year in
Cisco Meraki's marketing ops lead shared the steps she's taken during the past year to hire the right talent for her team and design effective...
Why brands must take a people-first approach to martech
Don't get distracted by the shiny new thing. Companies that use martech to serve the "human experience" are getting it right, says Riverbed...
2019 Stackie Awards: Meet the winners and behold their first-class marketing technology stacks
“We collectively learn so much from the way people organize and visualize their stacks," said MarTech Conference Program Chair Scott...
The secrets to developing a high-performing martech team
Livongo's senior director of growth marketing Patty Spiller says the best martech leaders have four key...
What are the job responsibilities of marketing technology management?
Here's an advance look at the results of the 2019 martech salary survey....
3 martech trends you need to know now
If there’s one thing that’s certain in the field of marketing technology, it’s change. Rather than slowing down, several big changes are...
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....