Don’t let the tail wag the dog: Talking martech with Brian Hansford
Brian Hansford has been with Heinz Marketing for over four years running their marketing department. He's the head of Marketing Technology. They started with the overall landscape and Matt asked: How do you recommend a strategy? Brian says to: Assess your current state: what people, what workflow, what tools, what data, are you currently using. Identify what are your objectives are: customer engagement, revenue objectives. Think about these first and the technology after. That path will lead you to a technology structure that will support your objectives.
Keep it simple to start with. You…
The skinny
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