As marketing technology’s power and ubiquity have grown, its strategic importance has not diminished. Modern marketing teams – more than ever – find their sweet spot on the boundaries between the technology domain populated by algorithms, systems, data, and the human domain populated by creativity, psychology, and brand.
Lately, I’ve been wondering how much of this marketing technology wave are customer ops teams really exploiting? In what proportion do they really use this new abundance of SaaS? And what is the speed of adoption of these new technologies?
This essay is a deep dive into the causes that hinder most companies from fully exploiting today’s technology abundance and the approaches that might solve some of today’s problems.
As always, would love to get your feedback. Ideas?