Technology continues to disrupt, enable and challenge the world of marketing. Join Scott Brinker, founder of the influential blog Chief Martech, as we discuss the future of marketing technology. When—if ever—will its growth plateau? How can companies prepare for the changes to come? Do you have to be a technologist to be a successful marketer today? Scott’s answers will surprise you.
Ruth Stevens: What advice do you have for companies to keep up with the changes in the marketing profession and the growth of martech?
Scott Brinker: It's hard for me to find another profession where the scope and scale and speed of the change has been as great and persistent as it is in marketing. I think part of this is just recognizing this is almost like the Meta challenge of marketing now of how do I create a marketing organization that can continue to adapt. New innovations and disruptions are always happening in our market or happening in the landscape of consumer and customer expectations. I often advise the people who are building out these marketing tech stacks to really designed for change. That generally means picking a platform that will serve almost is as the temple as the rest of your capabilities get developed. You want to make sure that the platform has lots of open APIs. You want to make sure that they're playing well with the other innovative marketing tech companies.