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Managing Martech Relationships: Partnerships and Agility in Marketing

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In less than a decade, we have seen the martech space explode in size, rising from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of the evolution of martech, we will see an indispensable consolidation.

This is already happening, not only through mergers and acquisitions, but also as brands begin to realize the considerable value of partnerships and strategic integrations fueled by martech.

Technological possibilities are exciting, but the human side of martech is the source of the greatest challenges and opportunities. As technology progresses, becoming more and more intelligent through artificial intelligence and activating more data than humans would understand, people are still the key to successful partnerships and integrations.

In a new and brave world where technology can do almost anything, who will tell it what to do?

In this post, we will continue our exploration of what I like to call the Agile Marketer: who is it, what skills and tools do they need to succeed, and how can you become one.

[Read the full article on MarTech Today.]

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The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Andy has over 15 years of experience in formulating marketing, digital and content strategies for many leading brands, agencies and technology pioneers. Andy works closely with CEOs, CEOs and technology partners, CEOs and CMOs on strategic marketing, digital marketing and content marketing strategies. He has also spent a lot of time consulting and traveling around the world for many start-ups specializing in digital marketing and content marketing – working on research projects, events and publications. Andy has worked at C level with leading brands such as HP, Google, Facebook, Twitter, Apple, Microsoft, HSBC, United Airlines, Adobe, Apple, American Express and Fidelity International. He has also been involved in digital marketing projects with numerous global agencies such as Publicis, Aegis, Starcom, Digitas, Zenith Optimedia, GroupM and WPP.

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