Scott Brinker is the force behind the popular blog ChiefMartec.com, and has been chronicling the growth of marketing technology through his annual landscape super graphic. Mayur Gupta is widely recognized as one of the first-ever Chief Marketing Technologists. Together, they are two of the world’s most respected authorities on marketing technology and its impact on business. They joined forces for the first time to debate a number of hot topics they consider crucial to the future of marketing:
- Who should own marketing technology? Should it continue to be rooted in marketing, or is this something that needs to be managed in a cross-enterprise way?
- Should marketers be accountable for the ROI of technology itself? If so, how do you begin to do that?
- Do we need a ‘marketing OS,’ i.e., an intelligent wrapper around the tech stack to help unify disparate elements and orchestrate better experiences? - What role can enterprise tag management play?
- Plus, a bonus topic: what are the current gaps in marketing technology?
Watch these two industry heavyweights discuss these and other issues of increasing importance to marketing executives.