Zylo

From addressing ever-changing market conditions to driving business growth, marketing teams are often buying new and expensive software. Naturally, it’s important for them to be good stewards of those investments. At the same time, IT and Procurement must understand how marketers are thinking about their tech stack and the impact it has on buying, managing, and optimizing SaaS. In this episode, Scott Brinker, creator of the MarTech Landscape, weighs in on SaaS trends and what he sees ahead for MarTech.Key Takeaways: <ul><li>[00:00&nbsp;-&nbsp;03:11] Introduction to Scott Brinker</li><li>[03:13&nbsp;-&nbsp;04:19] Scott and the landscape of SaaS management</li><li>[04:21&nbsp;-&nbsp;06:21] An overview of the MarTech landscape in 2023</li><li>[06:29&nbsp;-&nbsp;07:51] Being better stewards of your own stacks</li><li>[07:53&nbsp;-&nbsp;11:45] The 2023 Marketing Strategy and Trends Report, quantifying growth and shifting to meet the demands of the modern age</li><li>[11:49&nbsp;-&nbsp;14:46] How apps are being evaluated, and Zylo's SaaS Index</li><li>[14:46&nbsp;-&nbsp;16:35] It's really hard to get perfect attribution in marketing and ROI</li><li>[16:39&nbsp;-&nbsp;19:10] Searching for centralized services for tools, or navigating multiple vendors</li><li>[20:09&nbsp;-&nbsp;24:19] Embracing the best of breed approach, considering primary functions</li><li>[24:20&nbsp;-&nbsp;27:35] Governance and software adoption</li><li>[27:36&nbsp;-&nbsp;31:26] Scott talks about his article "How Big is Your Tech Stack Really?" and the value of key pieces of software</li><li>[31:27&nbsp;-&nbsp;33:38] Chasing the Golden Goose of ROI, optimization</li><li>[33:41&nbsp;-&nbsp;36:39] Saving money and driving efficiency, finding the right technology</li><li>[36:39&nbsp;-&nbsp;37:43] Tech investment and people investment, does there have to be a trade-off?</li><li>[37:44&nbsp;-&nbsp;40:43] Cuts and where to invest, and exceptions to the rule with utilization</li><li>[40:41&nbsp;-&nbsp;44:36] Shadow IT and advancing the state of digital marketing</li><li>[44:36&nbsp;-&nbsp;46:02] Rapid fire &amp; closing</li></ul>

I am fascinated by the intersection of technology platforms and ecosystems and marketing strategy and operations.

As VP Platform Ecosystem at HubSpot, I shape the company's platform strategy and lead business programs for its global technology partner ecosystem. Before that, I was the co-founder and CTO of ion interactive, a SaaS company that pioneered interactive content for global enterprises (Cisco, Dell, DHL, General Mills, Microsoft, etc.) and was acquired in 2017.

Since 2008, I've also run the Chief Marketing Technologist blog, chiefmartec.com, with over 50,000 readers, analyzing topics at the intersection of marketing, technology, and management. As one of my projects, I created the Marketing Technology Landscape, mapping the growth of the marketing technology industry from a few hundred vendors to 8,000. In 2014, I launched the MarTech conference, where I currently serve as the event's program chair, bringing together a community of thousands of senior marketing operations and technology professionals.

I wrote the best-selling book "Hacking Marketing," published by Wiley in 2016, and co-authored of the article "The Rise of the Chief Marketing Technologist" published in Harvard Business Review. I am a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.

Scott Brinker

Editor at chiefmartec.com

In this episode, we chat with Scott Brinker about SaaS trends, the tech needs of marketers today, and what’s ahead in the MarTech landscape.


Scott Brinker: An Inside Look at MarTech and Its Impact on SaaS Management

Scott Brinker on MarTech Today and Its Impact on SaaS Management

From addressing ever-changing market conditions to driving business growth, marketing teams are often buying new and expensive software. Naturally, it’s important for them to be good stewards of those investments. At the same time, IT and Procurement must understand how marketers are thinking about their tech stack and the impact it has on buying, managing, and optimizing SaaS. In this episode, Scott Brinker, creator of the MarTech Landscape, weighs in on SaaS trends and what he sees ahead for MarTech.


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