Fostering relationships is key to managing a martech stack
When developing an organizational plan, navigating workplace culture to find allies will help strike the right balance of martech that works for all.
Steve Petersen is a B2B and B2C marketing technologist. He currently is a member of Wyndham Hotels & Resorts' Digital Product Team and has also worked in marketing technology roles at revenue management platform provider Zuora and before that at Western Governors University. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He's also a Certified ScrumMaster and lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.
Product ownership is the keystone to martech management
Implementing frameworks like Scrum and Prosci can increase the chances of a product’s success, but a person must accept the responsibilities to own it.
Preparing college students for the marketing profession takes commitment and planning
Internships can help launch well-prepared talent into the workforce after graduation but mentoring requires engagement from professionals.
Martech and change management: Human factors matter most
Investing time to understand the nuances of change management can help martech practitioners deliver better results.
Don’t limit yourself to your obvious competitors when conducting a competitive analysis
Organizations need to monitor competitors in their industry but beyond it as well.
My key takeaway from MarTech East: Empowering others in an organization leads to innovation
Enabling an organization to self-serve - with training - was a theme throughout the conference as a path to foster innovation.
Product adoption: It’s tough to get return on investment with something that isn’t used
There are many obstacles in adding to your martech stack but understanding possible impediments means you can address them early in the process.
Buying martech is easy, managing the process to use it effectively is the hard part
Shifting priorities wreak havoc on our best intentions as martech buyers so it's important to take the time to plan and avoid random acts of martech.