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A proposed model for organizing the chaos of marketing technology – Chief Marketing Technologist

The marketing technology landscape is big, broad, and deep. (Feel free to mentally insert other, more colorful, adjectives.) So many different kinds of solutions fall under that umbrella, and they don’t always fit into nice, neat categories.

This contributes to the confusion that many marketers feel around martech. It’s generally not clear what the taxonomy of the solution space is, which makes it difficult to break it down into smaller, more manageable chunks of capabilities. It’s fascinating to see how the marketers who submitted their marketing stacks to The Stackies have thought about this…

…Have wrestled with this challenge for 7 years, I’ve sketched dozens ideas in a notebook. Almost all of them have been crap. But there’s one that I’ve been chewing on for the past year that seems promising, so I thought I’d finally share a draft of it — The 6 C’s Model for Organizing Marketing Technology:

  • Customers — all the data about customers/prosects in our universe
  • Content — all the content we produce and distribute in all channels
  • Community — interactions with customers as a group, e.g., social media
  • Commerce — capabilities to directly sell our products and services
  • CORE — our product/service and campaigns/data that cross all of marketing
  • Collaboration — the tools we use for collaborating inside marketing

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