By now, you’ve probably already seen this image from Scott Brinker.

It gives you a realistic idea of how rapidly the marketing and sales technology landscape has evolved over the last 5 years and how tough the competition has become.
Every product that is able to affect the customer’s experience is — in some way competing.
However, as marketing technology’s power and ubiquity have grown, its strategic importance has not diminished. Modern marketing teams – more than ever – find their sweet spot on the boundaries between the technology domain populated by algorithms, systems, data, and the human domain populated by creativity, psychology, and brand.
Lately, I’ve been wondering how much of this marketing technology wave are customer ops teams really exploiting? In what proportion do they really use this new abundance of SaaS? And what is the speed of adoption of these new technologies?
While growth in marketing technology follows an exponential curve, organizational changes happen on a logarithmic curve.
This essay is a deep dive into the causes that hinder most companies from fully exploiting today’s technology abundance and the approaches that might solve some of today’s problems.
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