Marketing has become deeply entwined with technology. To thrive in this environment, even non-technical marketing executives must incorporate technology management principles and practices into their department's strategy and operations. In this practical leadership session, marketing technology expert Scott Brinker will explain how senior marketers can tame and harness the technology explosion in their profession.
You will learn:
- Strategies to "design for change" in marketing technology
- Management of essential complexity vs. accidental complexity
- Governance of technology across marketing and IT boundaries
- Diffusion of technology capabilities across marketing teams