Industry surveys over multiple decades have repeatedly shown that more than half of technology projects fail to meet their objectives — or just fail outright. My discussions with martech customers suggest their success rates are no better.

There are many reasons for this, but in my experience, most technology problems originate in the critical early stages of an initiative. Once the boat gets headed in a particular direction, it can be hard to steer it back on course.

Choosing the right vendor and technology for your marketing initiatives is one of the most critical decisions you can make in those early stages. The wrong choice won’t necessarily doom a project, but it can make success much more difficult to achieve.

In the end, selecting technology better means selecting better-fitting technology. Here’s a look at 10 steps for doing just that. Read More.

In 2019 when IBM suddenly let go of nearly all its martech portfolio, I joked that it reversed an ancient adage: while perhaps “no one ever got fired for recommending Big Blue,” it turns out IBM can fire you. Yet, IBM was not alone. Big martech vendors — even successful ones — routinely jettison or replace longstanding tools.

Yet, when it comes to perceived viability and stability, enterprise customers often fear smaller martech players. Early in my career as an industry analyst, I noticed that some of the best web content and experience management (WCM) solutions came from lesser-known vendors. Upon hearing this, my industry elders would pull me aside and say, “sure, but how much longer will that WCM vendor be around?” It’s a tough question to answer, because of course no one can ever really know, and martech marketplaces are highly fragmented. (“Fragmented” is analyst-speak for, you have a hell of a lot of choices!) Read More.

A couple week’s ago in RSG’s inaugural MarTech column, I made the case for refactoring your MarTech stack to focus on lower level “Foundational Services.” Today let’s dig deeper into what that means for your manifold customer data platform technology choices. Read more.

Tony Byrne, founder of Real Story Group, which helps enterprises make technology decisions said it’s a big win for speed-to-market and adaptiveness, "if IT or some sort of data office has been building and activating segments so far, and the CDP is able to successfully enable marketers to do this themselves." Read More.

By nearly every measure, marketing technology stacks are getting more cluttered. Stack leaders and ops managers need to manage a wider set of tools, across a growing number of channels, while getting bombarded with pitches for new capabilities from vendors and colleagues alike.

Meanwhile, stack leaders face pressure from business executives and sometimes IT leadership to rationalize their environments and justify incremental spend. Read More.

The latest meeting of Real Story Group's private MarTech Leadership Council centered around marketing and creative operations in the wake of the pandemic. The session included a case study from a Fortune 50 consumer goods firm along with some RSG analysis. These meetings are confidential, so I can't share all the juicy details and side conversations, but below I'll offer a general overview of some team findings.

This topic was particularly apropos following a Council meeting earlier this year on "Content Supply and Demand Chains." Looking at full-cycle processes inevitably takes you to considerations around operations. When it comes to MarTech operations, there's a wide range of topics to discuss! Here's a sampling of where enterprise stack leaders generally concurred. Read More.

Tony Byrne, CEO and founder of Real Story Group, which provides WCM technology assessments and strategies for buyers, is skeptical of a successful CMS “combination platter approach.” He told CMSWire there is no “combination play” in this market.

Byrne cited what he deemed as failed examples, some going back decades:

Mediasurface: The original combination platter was, which had three different CMS tools, Byrne noted. That failed, he said, and they all died via Alterian and then SDL.

Divine: Roll-up tech company divine had three different CMS tools, also on purpose. All died except for Content Server, which went to Oracle via FatWire. FatWire killed its own homegrown CMS when they bought Content Server from divine, another failed combination, according to Byrne.

Episerver-Ektron: We did find Ektron still with a heartbeat as recently as last June. But there is no denying Episerver's lobbying efforts to get Ektron users to abandon ship and get on Episerver (which is now Optimizely).

OpenText: OpenText at one time sold and managed five different WCM tools:  Gauss, Obtree, RedDot, Vignette, TeamSite.

"In the examples of killed-by-roll-up systems, I cannot recall a single time where the vendor did not say, ‘We are going to support the new system...things will work out well...synergies…" Byrne said. "They have to say that. And they are always, always lying."

Read the complete article  ➤

When COVID-19 happened, enterprises had to shift their priorities to focus on serving their immediate needs of their customers and employees while ensuring everyone’s safety. Companies previously carefully crafted plans were put on hold in the wake of the pandemic.

In this article, Tony Byrne, founder of Real Story Group, talked about how the large, global enterprises who subscribe to RSG research view the impact of COVID-19.

“They typically haven’t perceived the pandemic as a major break-point, but more of an accelerator,” he said. “In other words, they are not coming out of the pandemic with some new or revived agenda, but rather, an updated urgency around pre-existing digital transformation initiatives. They have to execute them faster now.”

Organizations are having to become more efficient, decisive, flexible and transparent in how they run their businesses and in how they interact with their customers and employees — and rapidly. Byrne also noted that several RSG Council members are forming strategic task forces to respond to anticipated long-term behavioral shifts, which will then significantly impact those organization’s stack architectures. Read the complete article.

Think you finally got a handle on MarTech? Think again. Looking back on this year's MarTech 2020 event, two sessions on marketing trends raised the stakes: how do you future-proof your MarTech stack? Scott Brinker and Tony Byrne shared their latest thinking. Read More.

Byrne, on the other hand, says that the real problem of deploying open source across the martech space is that it’s not really a suitable foundation for creating SaaS apps which live in a multi-tenant cloud.

Open source software is typically downloaded by developers, “massaged,” then delivered back to the community. By it’s nature, it’s single tenant, Byrne explained. “If you’re in the cloud, you’re paying Azure or Amazon or somebody. The cloud is designed around a service model not a software licensing model, whereas open source is all about the software licensing and getting access to the single tenant. You don’t typically see open source solutions built cloud natively, from the ground up.”