MarTech is Hard: Focus On Your Needs, Not Just the Tools

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I recently wrote about the false hopes and hidden costs that marketing automation is bringing to many companies. With the best of intentions, leaders often hope that new technologies and capabilities will pull teams together and these newly empowered marketers will drive breakthrough returns. While companies understand the need to give tools to their marketers, the balance of the problems we see are often unrelated to the technology. And the latest research underscores some of the....

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