Good morning, happy Friday.

E-commerce provider Shopify announced annual revenues of $1.57 billion, bringing in $505.2 million in revenue in the fourth quarter of 2019. The earnings mark a 47% increase compared to the fourth quarter of 2018.

The company attributes its growth to a variety of factors, including the addition of email marketing capabilities and native chat automation on merchant sites. These capabilities are driving Shopify towards becoming a centralized retail and marketing platform for small businesses. 

Last year, the company launched its Shopify Distribution Network, acquired 6 River Systems, implemented new machine-learning inventory management and rolled out Shopify Email to its merchants. Shopify Marketing also launched an integration with Microsoft Advertising that expands merchants’ reach within the Microsoft Search Network.

There’s more below, including a Soapbox on the battle between marketing and sales over who owns revenue in the buying environment.

Jennifer Cannon,
Senior Editor 


Marketing vs. sales: Who owns revenue in the new buying environment?

Our historical high performing digital channels are seeing dwindling in results, many of us are going back to the drawing board to re-evaluate our strategies.

The pressure is being felt on our sales counterpart as classic sales tactics aren’t resonating.

We have seen the emergence of a new title that is on the rise at B2B organizations – growth professionals – a hybrid marketing and sales professional.

Marketers are in a prime position with their diverse skill set and to evolve into growth roles. The gap is in how many of us communicate and report.

When marketing leader reports on pipeline influence, target account efficiency, and on closed deals, it further positions marketing as the profit center that it is. If reporting focuses on budget or spend, you are a cost.

When marketers can communicate in terms of outputs (revenue), as opposed to inputs (budgets and campaigns), the marketing department is viewed as a revenue-generator that requires investment to increase profits.

Hannah Mans is the director of marketing at Directive Consulting


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Consumer’s preferred personalization: Interest-based tactics

Marketing data operating system launches. Habu recently closed a Series A funding round with $15 million from super{set}. The company seeks to help marketers build a strong level of foundational data while delivering cross-channel personalization and automated privacy control. Habu was founded by the founders of Krux and former Salesforce executives and prioritizes compliance while helping marketers address common challenges, including automated insights, first-party data growth, interoperable tech and omnichannel orchestration. 

Signals Analytics expands vertical support. Advanced analytics platform Signals Analytics has announced plans to expand its coverage within the food and beverage verticals by merging deep industry expertise with smart contextual engines. “Companies that are data-driven know that the most valuable data exists outside their organizations, but the question is how to collect, connect and use it in a meaningful way,” said Signals Analytics CEO Gil Sadeh. “By giving companies the ability to understand the relationships between different categories and trends, and how consumer sentiment shapes them, we are strengthening the solutions we offer our clients as their strategic partner and helping them win in today’s hyper-competitive and continuously evolving marketplace.”

ENGINE and Clickagy announce partnership. Global media and marketing services company ENGINE has partnered with data intelligence Clickagy to launch “Attitude Based Audience.” The new capability uses survey data and research to help marketers reach their intended audience more effectively. “The capability alleviates the frustration many agency and marketing leaders face when trying to target prospective and existing customers,” said Andy Davidson, who leads data strategy and analytics for ENGINE Insights, the research and analytics division of ENGINE.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

The New Martech Stack Will Emphasize New Platforms – CMS Wire

The industry is looking to first-party data to replace cookies, but the open web may lose out – Digiday

Voice Tech Could Transform Loyalty Programs. Here’s How – Street Fight

Buy-Side Transparency: The Next Wave Of Consolidation – AdExchanger

CCPA Out Of The Gate: The Suit Against Salesforce And Hanna Andersson – MediaPost

A senate bill would create a new US data protection agency – TechCrunch