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Customer Experience Matrix

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Highspot Sales Enablement Helps Sales People Find Content and Marketers Measure What Works

Customer Experience Matrix

“Sales enablement” is something of a catch-all term for a wide range of solutions that help sales people do their jobs better. Highspot has staked out the corner of this world occupied by systems that help sales people find the right marketing materials. But the firm soon learned that this wasn’t enough.

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Where Do Low-Code and No-Code Fit in the Build vs Buy Debate?

Customer Experience Matrix

It’s always done by the IT department, which often argues it’s more work to integrate a purchased system than to connect a home-built one. (In If nothing else, they’ll do the integration work. This is where either users, vendors, or IT may end up doing the work. We can ignore that for present purposes.) IT is always involved.

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MarTech Plot Lines for 2021

Customer Experience Matrix

Deep State conspiracy theories are out of bounds but you’re welcome to speculate on the actual author(s) of the works attributed to “ Scott Brinker ”. As the internal AIs get smarter, no-code will take on increasingly complex tasks, making it more helpful (and more threatening) to increasingly skilled workers.

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Build vs Buy Your Customer Data Platform?

Customer Experience Matrix

The two big ones are: most of the work in deploying a CDP is in data collection, which includes identifying source systems, understanding their contents, deciding which elements to include, and defining transformations to make the data usable. This work is the same whether you’re building or buying.

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Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions

Customer Experience Matrix

The fraction of survey respondents who said they work in a martech department has more than doubled since the last survey, which was the first that listed martech as an option. Your company should work hard to avoid them. Martech departments are growing: true. IT staff is playing a larger role in martech decisions: true.

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Here's a Game about Building Your Martech Stack

Customer Experience Matrix

I’ve recently been running workshops to help companies plan deployment of their Customer Data Platforms. As coronavirus forces most marketers to work from home, I’ve also been pondering ways to deliver information that are more engaging than traditional Webinars and, ahem, blog posts. Who wants to play?

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Data Security is a Problem Marketers Must Help Fix

Customer Experience Matrix

Insecure work-from-home practices during the pandemic only add new risk. Marketers should help design those interactions, which are critical in convincing consumers to share personal data that marketers need for success. So do many CDP vendors.