Ben Davis: Marketers that put tech ahead of strategy will soon be found out

The CMO increasingly aspires to have fingers in lots of pies – product management, customer experience, data. These aspirations are often dependent on technology.
The marketing technology (martech) ecosystem is more complex than it has ever been. Scott Brinker’s famous visualisation has grown from 150 company logos in 2011 to almost 7,000 in 2018. Consolidation is not yet occurring: Brinker points to only 4.5% churn and says that “as marketing technology has advanced – a