Many marketers underestimate the investment in staff required to make the most of marketing platforms. Skills and capabilities ranked highly among the issues discussed by leading marketing and advertising technology vendors during a roundtable hosted by Which-50 late last year. Comments in this story are drawn from those discussions. Take


You’ve probably heard that 2017 is the year marketers are expected to overtake IT in technology spending. Gartner predicted this in back in 2012 (archived here), and although the prediction reads “by 2017” rather than “in 2017,” I think we can agree that was a pretty good call. Take our

Marketers need to “stop living a lie” and reassess the metrics they use to determine the success of their digital campaigns. That’s the view of Steve Lucas, the new CEO of Marketo, who stepped into the top job at the marketing software company in October 2016. Take our Which-50 reader

Marketing and advertising technology grew up in parallel. But the arbitrary distinctions of the past are becoming meaningless as marketers look for integration. The recent CMO of Tomorrow study released by ADMA and Oracle Marketing Cloud revealed that marketing executives are still grappling with integrating their marketing technology and advertising

Sure, six grand seems like a lot of money for a mountain bike, but look at that thing! Standing in the bike shop I’m silently enumerating all the many merits of this carbon fiber miracle and attempting to justify spending more on a bike than many people spend on a

digital leadership

Marketers must consider advertising technologies as integral to, rather than segregated from, their main operational technologies. That’s acording to Gartner’s Hype Cycle for Digital Marketing and Advertising, 2016. This year Gartner has combined digital marketing and advertising into one hype cycle report to reflect the need for marketers to consider

By 2017, CMOs will spend more on technology than CIOs. This now-famous prediction was made several years ago by my former Gartner colleague Laura McLellan. At the time, it was polarizing, to say the least. Depending on who you asked, it was either highly provocative or wholly outrageous. And, according