Why focusing on martech is too myopic — marketingland.com

Yes, I realize that this is provocative and have donned my battle armor in preparation for your retort. According to our own definition, martech is the blending of marketing and technology. Pretty straightforward assuming we’re talking about marketing in the traditional sense. In school, we were all taught about the sales funnel. It’s a very linear experience that basically boils down to four basic phases: Awareness -> Interest -> Desire -> Action. And if we’re thinking traditional marketing here, our shiny martech tools would likely cover the awareness, interest and desire phases of that model while we leave action to those weird salespeople down the hall.

Read More