This year marks the eighth release of Scott Brinker’s annual Marketing Technology Landscape Supergraphic. The size of the martech landscape is amazing, and it’s still growing. The 2018 supergraphic charts 6,829 marketing technology solutions. The 2019 supergraphic features 7,040 martech solutions sorted into more than four dozen categories; and there are hundreds, if not thousands, of martech solutions that aren’t included. Every year, marketers have more martech solutions to choose from. So today, we’re taking a look at a few martech solution categories: conversational marketing and chat, call analytics and management and collaboration.Infographic Credit: ChiefMartec.com

It’s understandable for some organizations to not grasp the importance of merging customer experience with customer success.

Zylotech recently introduced the Revenue Operations (RevOps) Framework for B2B companies to ensure customer-facing teams address the customer at each stage of their journey. A revenue ops approach takes a holistic view and applies consistent metrics to assess what is working and what isn’t across all the ops teams involved in marketing, sales, and customer relationships.  

B2B marketers invest in marketing technology to gain customer insights and drive personalization to better engage their customers. While technologies like artificial intelligence and self-learning are the martech foundation of personalization strategies, marketers must also be aware of each customer’s evolving needs as they arise in context. Savvy B2B marketers don’t just collect personal data, but also understand how and when to use this personal data to engage customers in the right context.

We have been looking at the advantage that the Revenue Ops approach brings to marketing teams. As the revenue ops strategy aligns marketing with other departments involved, including the sales department, it also makes sense to pay attention to what it does for sales, specifically when the organization capitalizes on a CDP.