Managing martech relationships: Partnerships and agility in marketing

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation.

It’s already happening, not only through mergers and acquisitions, but also as brands begin to realize the massive value of martech-powered strategic partnerships and integrations.

The technology possibilities are exciting, but the human side of martech is the source of both the greatest challenges and the greatest opportunities. As the tech marches onward, becoming ever smarter through AI and the activation of more data than humans could possibly comprehend, people are still the glue in successful partnerships and integrations.

In a brave new world where technology can do just about anything, who is going to tell it what to do?

In this post, we’ll continue our exploration of what I like to call the Agile Marketer: who that is, what skills and tools they need to succeed, and how you can become one.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andy has over 15 years experience in formulating marketing, digital and content strategies for many of the world’s leading brands, agencies and technology pioneers. Andy works closely with CEO and CMO thought leaders, executives and technology partners on strategic marketing, digital and content marketing strategies. He has also spends considerable time consulting, and travelling across the World, for many digital and content marketing technology startups — working on research, event and publication projects. Andy has worked at the C-level with leading brands such as HP, Google, Facebook, Twitter, Apple, Microsoft, HSBC, United Airlines, Adobe, Apple, American Express and Fidelity International. He has also consulted on digital marketing projects with many of the world’s leading agencies such as Publicis, Aegis, Starcom, Digitas, Zenith Optimedia, GroupM and WPP properties.

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