More than 87% of marketing teams say they are not able to measure marketing performance properly. Clearly, there are a few hurdles to measuring and tracking performance. In this episode, Scott Brinker and Frans Riemersma discuss this challenge and how the North Star method can help.
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.
Data is at the basis of all the sophisticated marketing tactics you can…
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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.
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