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Marketing Ops is Here to Stay: Brandmaker Report

In case you still question whether marketing ops is Officially A Thing, this Brandmaker report finds 70% of senior marketers say their company has a dedicated marketing ops team and 73% say that team is responsible for both martech and tracking campaign performance.  The most-desired improvement was better integration of the tech stack, but, oddly, integration ranked fifth as an investment priority.  Download for lots more.

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Small Business Marketers Feel Tech Dominates Creativity: Shaped By Survey

August 10, 2021

Shaped By’s survey of tech marketers also highlighted the role of tech: half the respondents said marketing is dominated by technology while about one-quarter said it was dominated by creativity.  (The rest said they’re about equal.)   Interestingly, small businesses put tech dominance much higher (61%) while enterprise marketers split evenly on tech vs creativity (37% each).  I’d guess that small businesses struggle more with tech because they have fewer resources, but maybe there’s something else going on.

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Optimizely Buys Welcome to Add Marketing Resource Management

December 2, 2021

Digital experience platform Optimizely is further expanding its scope with a deal to buy Welcome, which provides content management, digital asset management, and marketing resource management.  You may recall that Optimizely itself was purchased in September 2020 by Episerver, which then adopted the Optimizely name.  And who could forget that they bought the Zaius CDP in March 2021?

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