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The Wrong Way to Buy MarTech

August 02, 2018 / Debbie Qaqish

I remember the very first time I met with a director of a marketing operations (MO) group. It was in 2009 and I was blown away that there was an entire department dedicated to running and optimizing technology for the purposes of marketing. In this case, the MO group was in a B2C environment. I certainly had never seen anything like this in the B2B world. Fast forward to 2018 when a dedicated MO team is fundamental to the transformation of B2B marketing from a cost center to a profit center. Technology plays a huge role in the ability to successfully make this transformation. That said, there is a right way and a wrong way to buy technology and too many marketers are doing it the wrong way. This article looks at the why, how and who of buying marketing technology to facilitate a successful marketing transformation. As I reflect on why marketers buy technology, I see two types of marketers who display the wrong reasons for buying technology. The first is “I have to have the bright...