The MarTech Digest
548.4K views | +5 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

How Should CMOs Transform Marketing in Product-Led Organizations? - SiriusDecisions

How Should CMOs Transform Marketing in Product-Led Organizations? - SiriusDecisions | The MarTech Digest | Scoop.it
To drive change, CMOs must first develop an ongoing relationship with the CPO and/or business unit general managers, agreeing on joint planning processes and strategies. Investing time in understanding what drives product peers, the language they speak, and how to align to mutual goals is also important. Additionally, strong alignment between portfolio marketing and product management is critical to driving transformations.

Next, jointly prioritize buyer personas and develop a common understanding of their key pain points and needs. Product executives need to be confident that their products will still be positioned strongly to buyers, but framed more effectively by responding to their needs. Focusing on customer needs across product areas/business units enables more strategic thinking about emerging customer needs and growth opportunities. A better understanding of true customer needs and alignment to the product portfolio empowers organizations to turn superior customer experiences into strong corporate growth.

Finally, tie the KPIs and metrics measured to key transformation initiatives to drive continuous improvement. Together, the CMO and CPO should translate transformational goals and initiatives with metrics that demonstrate efficient, mutual progress toward meeting key corporate goals. Demonstrating interim wins to the organization and showing movement toward the transformation vision goes far in driving transformation progress and visibility.
CYDigital/marteq.io's insight:

How Should CMOs Transform Marketing in Product-Led Organizations? - SiriusDecisions

 

Probably the hardest organizational task for the CMO, and it won't happen without CEO and CFO support (if not directive).

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

4 Emerging Job Roles in Marketing and Digital Experience - CMSwire

4 Emerging Job Roles in Marketing and Digital Experience - CMSwire | The MarTech Digest | Scoop.it
Chief Experience Officer
According to the IDC, the demand for CXO's is growing quickly, not only in terms of the number of new roles being created, but also in terms of their clout within the enterprise. Consider that by 2020 forty percent of Chief Digital Officers will report into Chief Experience Officers. Sales, marketing, IT and even human resources may report into this function as well.


Digital Brand Manager
Internet job sites list 16,541 vacancies for digital brand managers in the United States. LinkedIn alone lists over 1000. According to eMarketer, total media ad spending will top $205.06 billion this year, with 40.5 percent of outlays going to digital channels. By 2021 that number is predicted to rise to 51.3 percent.


Machine Learning Engineer
According to LinkedIn's data, the jobs for machine learning engineers are growing at a faster clip than any other job category. There are more than 13,000 jobs listed on the web. Artificial Intelligence (AI), which marketers are keen on, is a branch of machine learning that uses algorithms to glean insights from continuous streams of data.


Digital Strategist- Next Gen Platforms (IoT, blockchain, bots)
Now is the time to get serious about bringing next generation technologies like IoT, chatbots, AI, and others into marketing, Voice of the Customer, and other programs. There are over 10,000 jobs listed for this category on websites. According to Gartner, total spending on IoT endpoints and services will reach $2 trillion this year.
CYDigital/marteq.io's insight:

4 Emerging Job Roles in Marketing and Digital Experience - CMSwire

 

The second one is confounding: you just can't have two brand managers.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Most wanted skills in 2018: Hard skills in marketing and data - Marketing-Interactive

Most wanted skills in 2018: Hard skills in marketing and data - Marketing-Interactive | The MarTech Digest | Scoop.it
Jobs related to marketing made several appearances, with SEO/SEM marketing taking the eighth spot, followed by marketing campaign management taking 11th spot which put roles such as online marketing manager, digital marketing specialist, digital marketing manager in the spotlight. Mobile development also took the ninth spot, featuring jobs such as mobile engineer, mobile application developer being in demand.

The report also highlighted the demand of some hard skills relating to data management and analysis making several appearances in the ranking, with roles such as data scientists and data analyst being in demand.
CYDigital/marteq.io's insight:

Most wanted skills in 2018: Hard skills in marketing and data - Marketing-Interactive

 

You know SEO will be up there, but surprised that marketing ops is right behind.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive

3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive | The MarTech Digest | Scoop.it
1. A marketing back office renaissance. That drop in marketing budgets is largely due in part, according to Gartner, to marketing leadership being too distracted by tactics and execution. For that reason, we predict a renaissance of the back office – meaning a greater focus and investment on the strategic arm of the marketing organization (basically everything that is happening behind the scenes within marketing.)

2. Alliance between the CMO and CFO. As budgets are tightened, marketing teams that succeed in 2018 will build a closer relationship between Marketing and Finance.

3. A new Chief of Staff to the CMO, Marketing Operations. These trends, along with the newfound pressure for marketing to run more like a business, have created a new VIP on the marketing team; Marketing Operations. For many organizations, MOPs has emerged as the most capable resource to step in and help the CMO in their quest, especially with responsibilities related to data cleanliness, marketing resource management, and marketing performance management.
CYDigital/marteq.io's insight:

3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive

 

Regarding #2: pigs shall fly first.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

B2B Ad Spending to Grow 13% in 2018 - eMarketer

B2B Ad Spending to Grow 13% in 2018 - eMarketer | The MarTech Digest | Scoop.it
eMarketer estimates that US business-to-business (B2B) advertisers will spend $4.07 billion on digital advertising in 2017. The B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.
CYDigital/marteq.io's insight:

B2B Ad Spending to Grow 13% in 2018 - eMarketer

 

Driven by social no doubt.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Building a Marketing Team? Start by Doing These Things - MarTech Advisor

Building a Marketing Team? Start by Doing These Things - MarTech Advisor | The MarTech Digest | Scoop.it
Seek Out “The New Marketer”
It’s a whole new type of marketer that is skilled at all forms of communication, but also has an inherent talent for all things digital. This person can login to your CMS, build a landing page, gain insights from analytics, work effortlessly across a number of tools, find creative ways to drive better engagement, track campaigns through a CRM, generate meaningful reporting, and use data to adjust strategies. This is the new superstar of marketing. Build your team around people like this. 


Invest in Technical Depth
Marketing today is much more than branding, messaging, and great design. It’s a complex time for marketers with more accessible data than ever in the history of humanity! Data provides insights-insights that will improve your decision making, optimize your channels, and increase conversions. You must embrace data. Which means, you must invest technically. A modern marketing team needs developers, front end designers, data analysts, and digitally-savvy marketers. Creating a strong technical foundation within the marketing team will prepare you to handle the speed at which technology moves and changes, while also putting you in a position to make data-driven marketing decisions.
CYDigital/marteq.io's insight:

Building a Marketing Team? Start by Doing These Things - MarTech Advisor

 

Spot on, and required.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Revenue is now the key metric for marketers, but gaps in measurement remain: Study - Which-50

Revenue is now the key metric for marketers, but gaps in measurement remain: Study - Which-50 | The MarTech Digest | Scoop.it
1. Asked to identify the top organisational goals for the business, companies expect their marketers to grow revenues (20.75 per cent), acquire new customers (20.6 per cent), and improve the customer experience (17.9 per cent), as their top priorities.

2. Marketers are investing in programs to better demonstrate the value of their work. However, these are often unsophisticated. 

3. As such, marketing is still poorly perceived by its management peers. Barely 15 per cent of respondents said their peers saw marketing as a primary business driver and revenue generator. 

4. Marketing technology has made huge strides improving the lot of CMOs over the past decade, and most companies have made investments across a range of disciplines. The top five functions identified by marketers in the survey were CRM, Social Media Engagement, Email Marketing Platforms, Marketing Automation, and Data Management.

5. As to their own goals, marketers want to build a bigger personal profile (interestingly, in the deep dive this was partly motivated by wanting to demonstrate the value of thought leadership to their peers). They also aspire to taking a larger role in business strategy and see gaining additional skills and capabilities as key to this.
CYDigital/marteq.io's insight:

Revenue is now the key metric for marketers, but gaps in measurement remain: Study - Which-50

 

You can access the report here: https://go.marketo.com/ADMA-Proving-Marketing-Impact-Report.html 

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Half of marketers are just ‘making it up’ claims Marketo - AdNews

Half of marketers are just ‘making it up’ claims Marketo - AdNews | The MarTech Digest | Scoop.it
More than half of all marketers admit they are merely guessing the impact their marketing has on business growth, according to a damning report by marketing technology platform Marketo and ADMA.

The report surveyed 444 marketers and found that 61% feel like they are poorly demonstrating the impact marketing has to revenue.

A third admit to not even measuring it and 13% are making no attempt to.

As a result, and not surprisingly, 15% of peers in other business functions don't view marketing as a business driver.
CYDigital/marteq.io's insight:

Half of marketers are just ‘making it up’ claims Marketo - AdNews

 

Oy...

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor

[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor | The MarTech Digest | Scoop.it
We surveyed 500 execs across multiple industries to see where they’ve been this past year — and where they’re going. In 2018, balancing the goals and spend for marketing and technology are a big point of concern.

What else are marketing executives focusing on for next year?

• 68% will increase marketing spend in 2018
• 76% of marketing execs are increasing investment in content marketing
• Conversions and revenue are replacing leads and traffic as top KPIs
• The biggest point of uncertainty is the rise of artificial intelligence
CYDigital/marteq.io's insight:

[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor

 

Behind a quick reg form.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Humans Will Rule the Marketing Machines in 2018 and Beyond - Huffington Post

Humans Will Rule the Marketing Machines in 2018 and Beyond - Huffington Post | The MarTech Digest | Scoop.it
An example of technology driving employment is the role of the data scientist, which was little known ten years ago but is much sought after today. Next year demand for data scientists is expected to exceed supply by over 50% worldwide, creating huge opportunities for those looking to enter this profession. 

It’s not only ‘experts’ such as data scientists that need to work alongside new technologies, the role of marketers is also evolving to include more technical aspects. With data usage becoming commonplace in modern day business, marketers are conducting simple data analysis themselves, as well as interpreting insights provided by data scientists through more complex analysis. Data is generated by real people and so requires a flexible human brain to comprehend it and generate the right insights – a task beyond the machines’ remit.

Instead of replacing job functions, tech developments should be used as tools to support marketing efforts. According to a DMA Awards survey, almost three quarters of marketers (74%) believe a machine can never replicate the creativity of a person, but marketers still need to be open to new technologies and adapt their roles accordingly.
CYDigital/marteq.io's insight:

Humans Will Rule the Marketing Machines in 2018 and Beyond - Huffington Post

 

Just less of them, and certainly ones with a STEM background.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Future of Marketing: Five Marketing Megatrends for 2018 - MarketingProfs

The Future of Marketing: Five Marketing Megatrends for 2018 - MarketingProfs | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

The Future of Marketing: Five Marketing Megatrends for 2018 - MarketingProfs

 

We'll see advanced versions of marketing automation, and there will be greater usage of chatbots as long as someone standardizes them for sale.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Enterprise marketers spending 22% of their budget on martech - Chief Marketing Technologist

Enterprise marketers spending 22% of their budget on martech - Chief Marketing Technologist | The MarTech Digest | Scoop.it
The 15% drop in martech spend sounds more surprising, at first, until you consider three things:

Enterprise CMOs are still allocating 22% of their budget to marketing technology, and that is a large investment. 
Some of the cash pulled from martech was reallocated to paid media — but within advertising, it’s notable that 67% of CMOs are increasing their digital spend while 63% are decreasing offline spend. 
The other place where martech cash moved was services, which rose from 22% to 25% as well. Combined with the 27% of the marketing budget allocated towards internal staff, CMOs are spending over half of their budget (52%) on people. This is where budget should be going! 
CYDigital/marteq.io's insight:

Enterprise marketers spending 22% of their budget on martech - Chief Marketing Technologist

 

This is an analysis of the Gartner report from last week. It's a scary proposition for vendors.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketing Leadership in the Age of Martech - Which-50

Marketing Leadership in the Age of Martech - Which-50 | The MarTech Digest | Scoop.it
Martech capability is essential, what can you do as a marketing leader to assure you and your team have adequate martech chops?

Look in the mirror – It’s difficult to lead a martech-centric team without being proficient yourself. 

Know what your team can do – Helping your team begins with an accurate assessment of where they are now relative to martech expertise. Good leaders know the strengths, gaps, and opportunities for their teams.

Be proactive about development – Building on the knowledge of where your team’s martech skills are today; a good marketing leader is proactive about developing martech skills. 

Practice continuous calibration –  All the previous points are in constant motion. New vendors and team members entering the mix, skills within the team are evolving, and the needs of the business continue to shift. Effective marketing leaders are highly-tuned to all these changes and commit to creating a culture where everyone is continuing to enhance skills, educate others and see where new martech-related opportunities exist.
CYDigital/marteq.io's insight:

Marketing Leadership in the Age of Martech - Which-50

 

If you're not tech-savvy, MarTech will make a fool of you.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

7 Mistakes You’ll Make in Marketing Performance | MarTech

7 Mistakes You’ll Make in Marketing Performance | MarTech | The MarTech Digest | Scoop.it
1. Severely outdated technology 
2. Marketing measurements that are simply not actionable – Our study found that only 6% of marketers feel that their measurements help determine the next best marketing action. That leaves 94% of those in our study without prescriptive guidance on where to spend their limited budget and resources.
3. Misalignment between Marketing and the business 
4. CFO and CMO relationship troubles – The best organizations in our study were 3X more likely to align the functions of Marketing and Finance. However, only 14% of marketing organizations overall saw Finance as a trusted strategic partner, and 28% either have no relationship with finance or speak only when forced to. 
5. Poor investment, budgeting, and planning data quality 
6. Lack of visibility into baseline metrics 
7. Inconsistent use of MarTech
CYDigital/marteq.io's insight:

7 Mistakes You’ll Make in Marketing Performance | MarTech

 

And here's the link to the study: https://content.allocadia.com/ebooks/2017-mpm-maturity-benchmarking-report 

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketing Leadership in the Age of Martech - Gartner

Marketing Leadership in the Age of Martech - Gartner | The MarTech Digest | Scoop.it
Martech capability is essential, what can you do as a marketing leader to assure you and your team have adequate martech chops?

Look in the mirror – It’s difficult to lead a martech-centric team without being proficient yourself. What does “martech proficient” look like for a marketing leader? You should understand all the elements of your current stack, the general capabilities and roles of each technology and at a high level what each solution can do. You don’t need to know every bell and whistle feature of every martech solution; it means understanding the tools you have to work with and generally what those tools can do.

Know what your team can do – Helping your team begins with an accurate assessment of where they are now relative to martech expertise. Good leaders know the strengths, gaps, and opportunities for their teams.

Be proactive about development – Building on the knowledge of where your team’s martech skills are today; a good marketing leader is proactive about developing martech skills. Development may mean driving the team to take advantage of currently available training and resources from existing vendors, supporting specialized training in other areas or simply encouraging the sharing of tribal knowledge and education within members of the team.

Practice continuous calibration –  All the previous points are in constant motion. New vendors and team members entering the mix, skills within the team are evolving, and the needs of the business continue to shift. Effective marketing leaders are highly-tuned to all these changes and commit to creating a culture where everyone is continuing to enhance skills, educate others and see where new martech-related opportunities exist.
CYDigital/marteq.io's insight:

Marketing Leadership in the Age of #Martech - Gartner

 

These is a foundational assessment. Heed their direction, especially with regards to staff skills.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes

In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes | The MarTech Digest | Scoop.it
Before deciding, ask yourself these questions to determine which option will knock out the other:

• Do you feel confident in keeping all marketing activities -- creative and tactical -- in-house and running like a well-oiled machine? (If your answer is yes, stop here and stick with your own team.)

• Do you want to put more focus back into the creative activities in-house?

• Are you comfortable with outsourcing the nuts-and-bolts activities (i.e., building an email, setting up A/B testing, building a nurture campaign, creating lead scoring profiles)?


• Would you prefer handing creative control (i.e., brand awareness, campaign development) over to an outsourced team?

• Are you able to comfortably use your technology to its full potential and manage the nuts and bolts activities in-house instead?

• Do you want to expand on an existing vendor relationship or are you ready to start and manage a new partnership?
CYDigital/marteq.io's insight:

Cost/benefit analysis is the process.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Most Marketers Have Restructured to Take Advantage of New Technologies - eMarketer

Most Marketers Have Restructured to Take Advantage of New Technologies - eMarketer | The MarTech Digest | Scoop.it
They have also created explicit roles that deal with martech
CYDigital/marteq.io's insight:

Everyone restructures all the time. Oy.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Why Are B2B Companies Moving Inside Sales To The Marketing Department? - Demand Gen Report

If an organization is large enough, to the point where it has distinct marketing, inside sales and external sales teams, then it may make sense to have inside sales live within the marketing department. This is great for a sales team that needs to qualify leads and prioritize those that are more likely to engage. But it’s also a big step forward for B2B marketers.

Making inside sales part of marketing could provide marketers better ability to measure their work, opening the door to accountable revenue metrics.  You can’t do revenue marketing if you don’t have resources following up on the demand that is being created by marketing.  There will always be a natural, unintentional lack of accountability if marketing has no control over sorting through the demand or resulting disposition of the leads to measure its effectiveness.  
CYDigital/marteq.io's insight:

Don't do it: you'll then own a number, and your priorities will be mucked-up (especially at the end of a quarter).

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

How well do you understand your marketing and advertising technology stack? Not well enough - Which-50

How well do you understand your marketing and advertising technology stack? Not well enough - Which-50 | The MarTech Digest | Scoop.it
We have also worked with marketers and agency leaders to identify where the knowledge and capabilities gaps exist.

1. Do you know all the key technology providers in your marketing and advertising tech stack and the basis on which they are engaged? Do you understand the cost drivers?
2. Have you assessed the technology skills gaps in your organisations and do you have visibility over what skills you are likely to need this time next year that you currently do not possess?
3. Do you know which agencies are responsible for you adtech solutions?
4. Do you know who owns the data if your data is held in a third parties systems?
5. How confident are you that when someone arrives on your website you know who they are?
6. What other non-marketing systems collect personally identifiable information about your customers and are you able to marry these up to data in your marketing tech stack?
7. Do you run programmatic advertising campaigns and who manages the programmatic buying desk, your employees or your agencies?
8. How integrated are your teams when they plan campaigns? For instance does your social desk talk to your search desk, and do they know what display campaigns are running in the market at any given time?
9. Does your direct marketing team have visibility of search, social and display campaigns?
10. Thinking of search, social, display and video do you know how your agency is structured and whether they have an integrated or disjointed approach to managing your campaigns?
11. Is responsibility for search, social and display split across agencies?
12. How sophisticated is your attribution modeling? Are you still relying on first last clicks and are you able attribute across multiple formats and channels? And perhaps more importantly, how quickly can you respond to the insights derived from your models?
If you can answer yes to most of these questions positively you are doing better than many of your peers.
CYDigital/marteq.io's insight:

An excellent checklist, timely as well.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

MarTech Everywhere, but Not Enough to Support the Business of Marketing | CustomerThink

MarTech Everywhere, but Not Enough to Support the Business of Marketing | CustomerThink | The MarTech Digest | Scoop.it
“Doing marketing” refers to the execution of marketing. This includes all those tactics related to attracting, acquiring, and retaining customers, areas like email, social, content, events, advertising, and much more.

But the other job marketers have is strategy, otherwise known as “running marketing,” which covers everything going on behind the scenes to make marketing tick. It’s managing budgets and having visibility into where the team is investing, understanding what results those investments have delivered, and most importantly, earning confidence to know what to do next.

To Run Marketing means to optimize its impact on the business, a core tenet of Marketing Performance Management.
CYDigital/marteq.io's insight:

There's no reason to run Marketing separately from Sales: think Sales and Marketing Ops. That's the solution to bridging the gap.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Most Common Marketing Organizational Structures - MarketingProfs

The Most Common Marketing Organizational Structures - MarketingProfs | The MarTech Digest | Scoop.it
What are the most commonly used organizational structures for marketing departments - matrixed, networked, command-and-control? And how do they correlate to revenue growth? Find out!
CYDigital/marteq.io's insight:

FYI.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Debunking the US Tech Talent Shortage · Forrester

Debunking the US Tech Talent Shortage · Forrester | The MarTech Digest | Scoop.it
1) US businesses are adding tech jobs at a fast pace. Coveted professions, such as application developer and security specialist, have seen impressive annual average job growth rates above 7% over the last five years. Professions related to the management and analysis of tech systems have grown at CAGRs above 3%. Both rates are well above the national average of 1.9%.

2) Tech wage growth has been lackluster—indicating that competition for talent is reasonable. Despite the large number of tech jobs added to the US economy, the average annual growth of mean wages for most high-demand tech professions has been below 3%. This is not too far off the national average of 2.0%, and considerably less than other non-tech professions that are in high demand, such as credit analyst (4%), pharmacy aides (4.9%), and personal financial advisor (7.9%).

3) The growth of tech graduates has been outpacing that of tech jobs. Graduation data from the US Department of Education indicate that the number of individuals graduating with tech-related degree and diplomas has been growing faster than the number of new US tech jobs.
CYDigital/marteq.io's insight:

Overall, yes. But delve into specific regions, and you may find a different story.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Contribution Margin: What It Is, How to Calculate It, and Why You Need It - HBR.com

Contribution Margin: What It Is, How to Calculate It, and Why You Need It - HBR.com | The MarTech Digest | Scoop.it
It’s a different way of looking at profit, Joe Knight, author of HBR Tools: Business Valuation explains. Think about how company income statements usually work: You start with revenue, subtract cost of goods sold (COGS) to get gross profit, subtract operating expenses to get operating profit, and then subtract taxes, interest, and everything else to get net profit. But, Knight explains, if you do the calculation differently, taking out the variable costs (more on how to do that below), you’d get the contribution margin. “Contribution margin shows you the aggregate amount of revenue available after variable costs to cover fixed expenses and provide profit to the company,” Knight says. You might think of this as the portion of sales that helps to offset fixed costs.

It’s a simple calculation: Contribution margin = revenue − variable costs

Analyzing the contribution margin helps managers make several types of decisions, from whether to add or subtract a product line to how to price a product or service to how to structure sales commissions. The most common use is to compare products and determine which to keep and which to get rid of. If a product’s contribution margin is negative, the company is losing money with each unit it produces, and it should either drop the product or increase prices. If a product has a positive contribution margin, it’s probably worth keeping. According to Knight, this is true even if the product’s “conventionally calculated profit is negative,” because “if the product has a positive contribution margin, it contributes to fixed costs and profit.”
CYDigital/marteq.io's insight:

An excellent primer for the multi-product company.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Martech and the modern marketing org (study results) - Chief Marketing Technologist

Martech and the modern marketing org (study results) - Chief Marketing Technologist | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

The details behind the graphs and tables are available when you click-through.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The Top Three In-Demand Digital Marketing Skills & What They Pay - Demand Gen Report

The Top Three In-Demand Digital Marketing Skills & What They Pay - Demand Gen Report | The MarTech Digest | Scoop.it
Martech & Marketing Automation
Avg. Salary Range: $80,000 to $130,000

UX
Avg. Salary Range: $70,000 to $180,000

Machine Learning
Avg. Salary Range: $90,000 to $150,000
CYDigital/marteq.io's insight:

I've got ML and AI a bit higher, but this is all about right.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.