Winning in today's Martech revolution requires technology, but business leaders often forget that it needs a couple of key additions too. To strive in today's evolving time, marketers must be able to separate the must-have technology from the expensive shelfware. Marketers should know the core capabilities their marketing departments need and appropriately identify the Martech tools that should go into their arsenal.
In this PeerTalk session, we'll be diving deep into this subject with our expert guest speaker who'll be sharing her insights on the MarTech Capability Framework.
What is the MarTech Capability Framework?
The MarTech Capability Framework (MTCF) gives definition and structure to the types of capabilities marketing departments want and the Martech tools that can help deliver. It has multi-levels of hierarchy. The MTCF focuses on the capability which can be completely or partially filled by a MarTech tool, instead of focusing on the technology and categorizing the technology into buckets.
Colleen Scollans is a seasoned Marketing, Digital Strategy, and Customer Experience leader and consultant. With a strong background in Marketing and Digital transformation, Colleen helps organizations improve marketing performance, successfully leverage marketing technology, derive value from data, and pivot to customer centricity.
Prior to consulting, Colleen was the Chief Marketing Officer for Oxford University Press’s Academic Division where she led 250 Marketing and Digital Strategy professionals around the world. Based in New York, she was responsible for the marketing across B2B and B2C channels, digital strategy for content, product, and web platforms, and data/analytics. Colleen spent many years transforming the global publishing company into a forward thinking model that has grown their business.
In addition to Marketing, Colleen has also held leadership roles in Sales, Product, Digital, and E-commerce. She is known for driving strategic alignment and innovation around the customer.
Colleen loves to speak, advise, coach, and mentor on the strategic and operational aspects of Marketing. She is particularly passionate about helping organizations understand and successfully implement marketing technology using a capability framework.
Founded in 1997, ClickZ has grown to be one of the largest digital marketing communities in the world today. Alongside the growth of Facebook, YouTube and more, ClickZ has been there, providing the latest news, insights and intelligence along the way.
With digital marketing at our core, our articles, podcasts, webinars, events, and reports cover marketing technology, the impact of emerging technologies and the overarching digital transformation journey that is upending even the most established companies.
We help you stay smart and empower you with the tools to drive growth within your business.
Fospha Marketing is an independent attribution provider that solves challenges using data science, AI, products and people.
We unlock the hidden value in your data to reduce cost, increase efficiency and drive growth by building customer data platforms for our clients to power data-driven Multi-Touch Attribution (MTA) and Marketing Mix Modelling (MMM).
Voted ‘Best Attribution Platform’ at the 2019 Martech Awards, our people deliver better brand experiences for our clients’ customers and better outcomes for the marketing team.
This exclusive PeerTalk session is brought to you by Blenheim Chalcot, UK's leading digital venture builder, and created in association with ClickZ, and Fospha Marketing. Founded in 1997, ClickZ has grown to be one of the largest digital marketing communities in the world today. Alongside the growth of Facebook, YouTube and more, ClickZ has been there, providing the latest news, insights and intelligence along the way. Fospha Marketing is an independent attribution provider that solves challenges using data science, AI, products and people.
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