Regain your composure

Oliver Spalding at the Singapore MarTech World Forum

Humans In The Machine got back into the swing of things in July with a long overdue trip to Singapore and the pleasure of attending the Martech World Forum run by The Martech Weekly.

Challenger businesses are my thing. Working with a challenger in the tech advisory space is always refreshing. I really felt a meeting of minds, and a great connection between all the presentation content even if it happened unconsciously.

TMW are about the personal touch for their community and events and I really appreciated the participation of attendees in discussion about MarTech's composability revolution, how to balance short-term demands for return with long-term growth and how to attribute success with the explosion of marketing touchpoints and the ongoing importance of quality data in achieving intelligence x velocity.

I lobbied the audience that we need a new way for composable Marketing technology; a new mindset, a new method and a new target state. Because the data tells us - in abundance - that what we do now isn’t working and that’s even before AI crashed the party.

MarTech has a critical role in the transformation from marketing treated as a cost-centre, to become a demonstration of brand as an investment in competitiveness and profitable growth.

Here's a short summary of my keynote about managing complexity and company culture in MarTech selection. If any of the content sounds familiar, triggers an idea, an insight or a question, or maybe you just find some of it triggering, please get in touch, we’d love to talk.

Keep on challenging that status quo The MarTech Weekly!