When digital platforms and services are provided to you for “free” you are the product. This value exchange – products and services for user data – is becoming better understood by consumers, but perhaps not as clearly as many in the technology sector imagine. The recent revelations involving Facebook and

Marketers are under pressure to demonstrate ROI from their technology spend. And now it is clear from a Which-50 investigation that pressure is being passed along to marketing technology (martech) vendors, to actively investigate changes to the way they charge for their software. In the words of Gartner analyst Noah

It’s time to tear up the rulebook, says Marketo CEO Steve Lucas. He made the comments in an interview with Which-50 at the company’s recent annual user conference in San Francisco. Almost two years after being acquired by private equity firm Vista, Marketo has invested hundreds of millions of dollars