Good morning, are you ready to be more agile? 

Fifty percent of traditional marketing companies are planning to adopt agile marketing practices this year, according to a 2019 State of Agile Marketing report. What does this mean for marketing technologists? For one, if you’re looking to get hired by a company that embraces agile marketing procedures, you’ll need to show you’re capable — and willing — to work on projects outside of your comfort zone

“If you want to be hired by an agile marketing team, you have to approach everything as ‘What’s best for the team’?” writes Agilify Training Founder and MarTech Today contributor Stacey Ackerman. An agile marketing team works from a single marketing backlog, prioritizing the most important work — a process that often takes multiple team members working collaboratively. To succeed on such a team, Ackerman says we must be able to switch gears quickly and pitch in wherever we can help. 

The ever-growing trend to adopt agile marketing practices is another example of how our industry continues to evolve at a breakneck speed. Not only is the way we approach martech swiftly changing, but the roles that make up the marketing technology organization have progressed as well. “The field of marketing technologists has expanded enormously over the past five years,” says MarTech Conference Chair Scott Brinker. He and I spent some time recently digging into the four roles he believes best represent the primary functions of marketing technology: Operations Orchestrator, Brand/Demand Builder, Analytics Architect and Marketing Maker.

If you haven’t yet, please take our 2020 Martech Career Study survey to help us get a better understanding of the work you do and the roles shaping today’s martech organizations. 

There’s more, including a Pro Tip on why we need to rethink how we manage the customer journey by looking at it with a wide-angle lens. 

Amy Gesenhues,
Senior Editor 


Why focusing on martech is too myopic

The advent of digital has forced us to rethink the old sales funnel. A once linear model, the rise of voice-of-the-customer requires that we look more holistically throughout the customer journey, putting as much energy on the post-sale experience as we traditionally did pre-sale.

In doing so, we build advocates by delighting customers throughout the end-to-end experience. Delighted customers are more likely to repurchase and recommend to others.

But this requires massive pan-enterprise change management given that we all still think in our organizational silos.

With that as a backdrop, I believe marketing is uniquely positioned to help customer-facing organizations rally around the modern customer journey. But that suggests that we shouldn’t be working in a silo of our own.

If we don’t look at the bigger picture in our quest for martech excellence, we run the risk of compounding the problem by adding new silos of customer information that hamper our ultimate quest for experience excellence.

Len Devanna is founder and chief experience officer at The Level 5 Group


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MarTech Minute

ABM and marketing software provider 6Sense closes $40 million round

6sense announces Series C funding news. B2B sales platform 6Sense has announced the close of its latest round, bringing in $40 million dollars. The round brings 6Sense’s total funding to $105 million. It also comes a year after the company doubled its customer base with new customers including Box, Cisco, Dell, Dendesk, Sumo Logic and Tableau, among others.

Lily AI closes its $12.5 million Series A. The Series A, led by Canaan Partners, with support from existing investors NEA, Fernbrook Management and Unshackled is intended to help the startup help brands convert customers by addressing the underlying emotions to tailor recommendations to consumers. Lily AI uses “deep product data and anonymized customer behavior.”

Coveo launches Coveo for Commerce. According to Coveo, the new solution unifies product catalogs and product-related content to provide shoppers with comprehensive relevant information in their shopping experience. “The experience economy is built on data and AI. Tech-first companies have trained people to expect personalized, relevant, and unified experiences. With Coveo every business can be an intelligent experience leader.” said Coveo chairman and CEO Louis Tetu. “But personalization alone is not enough; businesses also want to increase the profitability of their customer lifetime journeys.”


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What we're reading

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Stop the Feud Between Business Users and IT — It Makes for Better Personalization – CMS Wire

Zendesk launches Sell Marketplace to bring app store to CRM product – TechCrunch

Remember the Setting of Mobile Shoppers – Practical Ecommerce

Millennial, Gen Z shoppers lead contactless payment adoption – Retail Dive

Alphabet, Google’s parent company, hits trillion-dollar market cap for first time – CNBC

What’s The Growth Team’s Job, Anyway? – AdExchanger