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Good morning, happy Friday!

Marketing technology has been notoriously eating up more of our CMOs’ budgets in recent years, but this year’s Gartner CMO survey paints a different picture of how organizations are managing their martech — and their marketing budgets — in 2019, and into 2020. According to the annual survey, martech spending is down this year with a decrease of nearly ten percent. Agency spending is also down for the fourth consecutive year.

But shrinking martech investments might not be so bad for those of us familiar with the inner workings of our own organizations. In last year’s survey, marketers indicated that a lack of internal resources has created hurdles for those trying to leverage their martech; last year’s respondents reported that they only use 61% of the functionality available in their martech portfolio. And with decreased spending on agency partners and martech this year, hiring for internal labor resources is up.

Marketing departments that want to maximize their existing martech investments are pivoting to bringing new talents in-house, allowing marketers to develop the skills and capabilities needed to fully use their marketing technologies

There’s more for you below including a Soapbox from Joe Hyland on why it’s time to focus on aligning marketing metrics to revenue. Have a great weekend.

Jennifer Cannon,
Senior Editor


It’s time to align our metrics to revenue

Marketers have become focused on aligning with sales teams, which is a worthy effort. But even as we’re aligning with sales, we haven’t changed how we measure our results. We’re still looking at our marketing KPIs – usually MQLs – instead of how our marketing efforts directly lead to revenue. It’s like measuring how good a football team is by how many home runs they’ve hit. 

Instead of focusing on aligning sales and marketing, let’s focus on aligning our marketing metrics to revenue. This makes marketers more vital to a business. Marketers can understand what’s truly moving the needle with prospects and adapt accordingly. If events are driving the most revenue, or whitepapers, or webinars, marketers can move in real-time to double down on these channels and see results. The end result is that marketers own more of the funnel which is an empowering and powerful shift for us.

– Joe Hyland is the CMO of ON24

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. Read more Soapbox features – and submit your own.


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MarTech Minute

No-code software testing startup raises $2.5 million in seed round

No-code platform Autify raises $2.5 million. The seed round, which included Globe Brain, Salesforce Ventures, Archetype Ventures along with several angel investors, is expected to fuel development of Autify’s developer — and non-developer — friendly platform for testing web applications. According to CEO and co-founder Ryo Chikazawa, Autify is the only no-code, out-of-the-box application for marketers and developers to do testing.

Clearlake Capital and TA Associates acquire DigitCert. DigiCert, which recently authorized the first Verified Mark Certificate to for email marketing, has been acquired by Clearlake Capital and TA Associates. “DigiCert is excited to work with Clearlake and TA Associates as our new lead investors, and to continue our leadership in providing the best TLS/SSL products and solutions, focused on improving and automating certificate management,” said DigiCert CEO John Merrill. “We are confident in our vision for growth and the increasing value we’ll bring to our customers.”

Invoca raises $56 million in new capital. AI-powered call tracking and conversational analytics platform Invoca announced it has raised $56 million in new capital, bringing the company’s total financing to $116 million. The financing was led by Upfront Ventures, H.I.G. Growth Partners, Accel and Morgan Stanley Alternative Investment Partners. “Invoca made a huge leap by applying AI to sales calls. Marketers now discover the ‘purchase intent’ of consumers similar to how valuable it is knowing the terms a lead has typed into a Google search,” said Mark Suster, managing partner at Upfront Ventures. “With computers in every customer’s pocket, calls have become an insanely important marketing channel for every brand.”


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What we're reading

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

CMOs Share Ways to Save Money as Martech Investments Decline – CMS Wire

How Marketers Build A Complete View Of The Customer – Forbes

Invoca Raises $56M to Help Marketers Turn Conversational Insights into Revenue – Invoca

If you haven’t been impressed by RPA yet, look again – VentureBeat

Postmortem Of Gutenberg The Launch, So We Can Embrace Gutenberg The Product – Smashing Magazine

Understand your customers’ experience to optimize your ecommerce site – Get Elastic

Report: Text Messages, Online Chat Essential Channels for Businesses – Street Fight