The notion of capability development is essential to the modern marketing organization. Many marketing leaders ask themselves how to develop their capabilities as an organization and generate more positive outcomes. This is where maturity models can help. In this episode, Scott and Frans discuss how maturity models show, in a structured way, which disciplines to develop.
Frans Riemersma has over two decades of experience under his belt, from consulting, to research, to marketing. Marketing technology is Frans’ playground. For over decade he has been designing marketing technology stacks for companies like HP, Adidas, Audi, Basf, Unilever, Philips, AbnAmro, IKEA, Standard Bank, Carlsberg, Volvo, HP and MediaSaturn.
Scott has been analyzing marketing technology for more than a decade. He publishes the chiefmartec.com blog, co-founded the MarTech conference, and wrote the best-selling book Hacking Marketing. He is VP platform ecosystem at HubSpot and was previously the co-founder of ion interactive. He holds degrees in computer science from Columbia University and Harvard University and an MBA from MIT.
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Unlike other departments, marketing is not really familiar with playbooks. But it definitely helps bring discipline to a team by describing all the important definitions and processes.