Good morning, Marketers, where we’re going, we don’t need roads.

On second thought, maybe we do.

“We see customer tech stacks that have 30-plus applications — even 50-plus is not unusual,” said Ed King, CEO for the data orchestration platform Openprise during his presentation at Discover MarTech. “Installation for a lot of these marketing technologies and sales technologies is very easy. This is the attraction of [the tools], but making them work together is becoming more like a nightmare.”

What’s the answer? A detailed roadmap that accounts for not only the major focus areas of your martech stack, but a path to growing each element in maturity.

According to King, a sound stack includes six functional areas: data gathering and storage, data quality, funnel management, process automation, reporting and analytics, and compliance. To be effective within these six areas, King ascribes to a maturity model with five different levels. These range from “just getting started stage” where tools are implemented in an ad-hoc manner to level five where systems are well-oiled, integrated platforms designed to drive business outcomes. But like any good roadmap, it all starts with a thorough rundown of what you currently have. 

Keep reading for some big news from TikTok and a look at a different kind of map. (BTW, all three Back to the Future movies are on Netflix now. Happy binging.)

Henry Powderly
VP, Content

 
 
 
The Big Picture
 

Real Story Group’s Tony Byrne shared this during his Discover MarTech keynote on how to buy martech. While there are about 7,000 or so tools missing compared to Scott Brinker’s famous landscape, we love how he not only laid out the major players, but related them to what marketing operations leaders really need to cover within their stacks.

Meanwhile, here’s what Tony had to say at the event.

 
MarTech Minute
 

TikTok is gearing up to make its first big pitch to advertisers

On June 25, TikTok will be making its first-ever debut at the IAB NewFronts – an annual series of media and advertiser presentations driven by the likes of Twitter, YouTube, Hulu, Verizon Media, and others. At this year’s event (which will take place virtually), TikTok will showcase its mobile video platform and likely have a significant announcement or two about its ad business. 

Why we care: This is a big deal for a few reasons: presenting at NewFronts is another signal that TikTok is capable of playing in the big leagues with social giants like Facebook and Instagram, Snapchat, and Twitter. And of course, there’s TikTok’s ad business, which advertisers have been watching quietly unfold as TikTok tests features and benefits to attract brands. It introduced a self-serve ad product in 2019, which garnered enthusiasm from the brands who were first to test it out. But despite growth in ad revenue, TikTok’s ad platform is still in beta testing and lacks some of the more robust targeting options and programmatic features for automatically buying and measuring ads. Here’s to hoping for a better solution soon. 

In other news:

 

Top growth priorities for marketers, barriers, and the data-driven future

Many marketers lack a single source of truth for marketing performance. Download Datorama’s “Marketing Intelligence” report to learn about the foundational data challenges that marketers face and how they’re attempting to overcome challenges. You’ll get an inside look at the top growth priorities, barriers they face, and the data-driven future for today’s marketing leaders.

Get your free copy »

 

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What we're reading
 

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

LiveRamp and Comscore help create more scale for addressable TV advertising – Forbes 

What Happens When a DXP Has a Customer Data Platform at Its Foundation – CMSWire

With TV ad commitments plummeting, the advertising business may never look the same – CNBC

Salesforce Appoints Gavin Patterson President and Chief Revenue Officer – PRNewswire

Slack now strips location data from uploaded images – TechCrunch

Google’s May 2020 Core Update: Winners, Winnerers, Winlosers, and Why It’s All Probably Crap – Moz

Vice Media to lay off 155 staff in latest hit to the media world – AdWeek