Comments on: Don’t buy marketing technologies, build layers instead https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/?utm_source=rss&utm_medium=rss&utm_campaign=dont-buy-marketing-technologies-build-layers-instead Marketing Technology Management Thu, 23 Jun 2016 19:34:21 +0000 hourly 1 https://wordpress.org/?v=6.2.2 By: Sam Melnick (@SamMelnick) https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/#comment-370049 Tue, 15 Sep 2015 18:55:08 +0000 https://chiefmartec.com/?p=1267#comment-370049 In reply to Jim Ewel.

Thanks for this Jim – awesome that you took this approach. What I like about your post is each of your layers includes multiple technologies/processes/etc. This is an interesting way to think about each problem you are solving for, but in a more macro approach. Really appreciate you taking the time to reblog off my post!

]]> By: Sam Melnick (@SamMelnick) https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/#comment-370048 Tue, 15 Sep 2015 18:43:45 +0000 https://chiefmartec.com/?p=1267#comment-370048 In reply to Duane Schulz.

Duane – Great to see your name pop up here! I have no doubt you are taking a well thought out approach to your technology stack. I think they layers approach is particularly applicable/important in large enterprise companies as it is easy for technologies to get fragmented and silo’d. Hopefully, you’ll share some examples of the layers you are building at some point!

]]> By: Duane Schulz https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/#comment-367333 Mon, 07 Sep 2015 19:14:25 +0000 https://chiefmartec.com/?p=1267#comment-367333 Sam – this is spot on, and it’s good to see your voice out there. Independently, at Xerox we’ve built the meta-structure of our Marketing Capabilities model – which frames our MarTech stack – on the notion of 6 layers (we tried for 3-5, but we just couldn’t get there). We’ve laid in the stages from engagement with the unknown prospect through to the sales process and aligned our tools based upon the “why” and “what for” logic you proposed. We’re also very into the “start small” point,” as it’s a great way to find out what works for you and what doesn’t. Thanks to your post, we’ll start building out the sub-processes in these layers using an approach similar to your examples.

]]> By: Jim Ewel https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/#comment-364539 Thu, 27 Aug 2015 18:49:15 +0000 https://chiefmartec.com/?p=1267#comment-364539 Excellent post Sam. I wrote a riff off of your post and tried to answer your question about some of the layers that we’ve worked towards. See http://agilemarketing.net/marketing-capability-layers/

]]> By: Jeff Amster https://chiefmartec.com/2015/08/dont-buy-marketing-technologies-build-layers-instead/#comment-363690 Mon, 24 Aug 2015 14:23:52 +0000 https://chiefmartec.com/?p=1267#comment-363690 Excellent article, though I would have re-arranged the second half to be core before even starting to think of the concept layers. Driving the need for any sort of process or system is the deep-down “What am I trying to achieve?” – without having a very clear bullseye defined, everyone will be running around with their heads cut-off putting together a patchwork quilt of complexity. I agree completely with the definition of the layers, though pulling theory into the real-world is the crystal clear expectations around funding. If a small org doesn’t have a million dollars sitting around for marketing implementations, then the thought of trying to implement Eloqua and many other more enterprise (read expensive) technologies won’t give a real hopeful path forward. I love the concept of layers though as they can roll-up to meet the goal which meets the CMTO vision.

]]>