How to create a strategic view on marketing operations?
This is the central question in the book we published in 2008. It is based on our experiences in marketing transformation projects for world-class brands.
After numerous MarTech implementations, SteerCo's and ConCalls, we can say that a MarTech project is not about marketing or technology. It is about change.
Companies need to connect strategy to execution, align ideas from boardroom to scrum board and vice versa.
It has been an interesting ride so far, but the future will be even more so. We just cannot wait for the things to come.
The rate of change will be massive!