In 2017, I shared at the Wharton and Harvard Chicago North Shore club best practices for making Account-based Marketing really work. The technologies area was a popular topic during the discussion. In today’s evolving world, professionals must embrace and stay ahead with the latest tools to strengthen our B2B sales and marketing processes. It’s difficult to know which technologies you should choose to increase your chances of hitting quota. For instance, Insidesales.com identified a “foundational” technology stack that included social tools (35.2%), CRM (32.9%), data and list services (25.9%), sales cadence (17.1%), and chat (16.7%). At the spring MarTech 2019 conference, over 7,000 vendors were presented in the now infamous marketing technology landscape slide. We talked about these technologies and welcomed active participation as part of this session. In a breakfast session this past summer at the North Shore club, I shared research findings and my personal experience with these tools. · Overview of the Tech Landscape with 8,000+ vendors and counting · Big Players and Emerging Players · Morphing and New Categories · Thoughts on designing your stack

1. The Latest Sales and Marketing
Tech Landscape
Joe Granda | VP Business Development, Common Goal Systems
joe.granda.wg93@wharton.upenn.edu

2. 2

3. 3
Why?
1.Drive Demand
2.Increase Efficiency

4. Marketing technology is long, long, long tail
• Platforms embrace
open ecosystem
• Diversity of apps
• Citizen apps for
non-programmers
(Airtable)
4
Marketplace
Source: chiefmartec.com

5. 5
This Photo by Unknown Author is licensed under CC BY‐SA

6. What is the right [blank]
• Stick to what you need, not what’s cool
• Get stakeholder buy-in first
• Ask around
• Evaluate your recommendations
• Keep an eye on the cost
6
Selecting MarTech
Source: MarTech Today
Choose Wisely

7. Data-driven for greater targeting & measurement
Advertising & Promotion 880
Display & Programmatic Advertising 246
Mobile Marketing 268
Native/Content Advertising 77
PR 55
Print 40
Search & Social Advertising 133
Video Advertising 61
7
Advertising & Promotion
Retargeting /
programmatic
More Ad networks
Part of editorial flow
Database, distribution, monitoring in one‐place
On‐demand printing
Online ads
More Ad networks
Source: chiefmartec.com

8. Show me the money
8
Commerce & Sales
Performance management
Optimize sales channel
Optimize campaigns for shopping
Out‐of‐the‐box cart
Context and proximity aware
Engagement platforms;
Competitive Intelligence;
Enablement
Commerce & Sales 1203
Affiliate Marketing & Management 68
Channel Partner & Local Marketing 99
Ecommerce Marketing 213
Ecommerce Platforms & Carts 236
Retail Proximity & IoT Marketing 130
Sales Automation Enablement &
Intelligence 457
Source: chiefmartec.com

9. Content Marketing is King…more than ever
9
Content & Experience
Content Management System
Single view of every customer
Email marketing
Forms and surveys
Execute campaigns and
follow the digital breadcrumbs
Source: chiefmartec.com
Content & Experience 1690
CMS & Web Experience Management 195
Content Marketing 234
CRM 1
DAM & MRM 143
Email Marketing 181
Interactive Content 165
Marketing Automation & Campaign/Lead
Management 267
Mobile Apps 93
Optimization Personalization & Testing 211
SEO 135
Video Marketing 65
Curate and share content
Store assets centrally
Create app for event, etc.
Answer‐ready knowledge
Competitor SEO intelligence
Personalized video

10. Insights to Predict Future Behavior
10
Data
Validate & enhance customer data
Customer Journey Orchestrators
Consolidate data to better target
Audit and monitor website tags
Source: chiefmartec.com
Lookalike Marketing
Explore your data
Connect apps and workflows
Manage and measure performance
SEO toolset
Digital workplace
Data 1120
Audience/Marketing Data & Data Enhancement 204
Business/Customer Intelligence & Data Science 232
Customer Data Platform 63
Dashboards & Data Visualization 117
DMP 73
Governance Compliance and Privacy 36
iPaaS Cloud/Data Integration & Tag Management 136
Marketing Analytics Performance & Attribution 113
Mobile & Web Analytics 145
Projects & Workflow 1

11. Making Marketing More Productive
11
Management
Build and manage marketing budget
Teamwork for the enterprise
Feedback, discovery and validation
for product management
Source: chiefmartec.com
Agile marketing project management
Project and portfolio management
Connecting people with work
Marketing tech blog
Management 473
Agile & Lean Management 52
Budgeting & Finance 35
Collaboration 137
Product Management 29
Projects & Workflow 104
Talent Management 75
Vendor Analysis 41

12. Engage and Build Relationships
12
Social & Relationships
Discover, nurture, and mobilize advocates
Call attribution + caller intent and quality
Branded online community platform
Source: chiefmartec.com
Orchestrate Account Based Marketing
Customer service and engagement
Schedule live events
Search for influencers and run outreach
Social & Relationships 1674
ABM 39
Advocacy Loyalty & Referrals 171
Call Analytics & Management 95
Community & Reviews 116
CRM 230
Customer Experience Service & Success 289
Events Meetings & Webinars 196
Influencers 105
Live Chat & Chatbots 112
Social Media Marketing & Monitoring 321
Original SaaS CRM
Connect with people ready now
Manage all social media in one place

13. Feel free to contact me with any
questions or thoughts.
Joe Granda
VP Business Development, Common Goal Systems
Joe.granda.wg93@wharton.upenn.edu