Technology from the Crossroads

Views from the intersection of digital marketing and enterprise technology

Hello,

Welcome to my personal blog. I am Alan Chatfield, Marketing Operations Consultant at CRMT Digital.

I write about marketing technology and B2B marketing, with a focus on how marketers can make the most effective use of their martech stack.

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How to Identify Good Analytics?

Measuring business performance is about the correct interpretation of data rather than absolute numbers. After all, no dataset is 100% perfect.

Mar 2024 | Marketing Operations

Digital Transformation

Commentary on enterprise technology and its impact on business

Big Operations and The Automation Myth

Sprawling tech stacks mean that business departments now own more applications than IT. Do business teams have the skills required to manage their apps?

Feb 2024 | Digital Transformation

Next-Gen Automation: How AI will Impact Business

Generative AI has the potential to improve productivity and reshape business. In doing so, it will create many winners and result in a few losers.

Jan 2024 | Digital Transformation

CoPilot: Generative AI meets Windows

As Microsoft prepare to embed Generative AI into both Office and Windows, just how important is this capability and will people pay for it?

Oct 2023 | Digital Transformation

Why Everything is Nothing for Apps

For years, big tech firms have tried to create an everything app. There are good reasons why a US version of WeChat is forever doomed to fail.

Sep 2023 | Digital Transformation

Marketing Operations

Maximise marketing efficiency and unlock the value of marketing ops

How to Identify Good Analytics?

Measuring business performance is about the correct interpretation of data rather than absolute numbers. After all, no dataset is 100% perfect.

Mar 2024 | Marketing Operations

Measurement through Unification

Marketing Operations is about more than just day-to-day process management. Marketing ops can play an important role in setting marketing strategy.

Dec 2023 | Marketing Operations

Why Reporting is Storytelling?

Measuring marketing performance is about more than just numbers on dashboards. Its about providing context, clarity and integrity.

Nov 2023 | Marketing Operations

2023 Marketing Predictions

2023 promises to be an uncertain year for B2B marketing. A difficult economy and strong regulatory headwinds requires a more complex marketing mix.

Jan 2023 | Digital Marketing

Marketing Technology

Discover how effective use of technology can boost marketing performance

Eloqua 23C Release Overview

This month's packed Eloqua release may not contain many exciting new features, but it does fix several major frustrations with the platform.

Aug 2023 | Marketing Automation

Marketo: The Potential of Engagement Maps

Marketo has a new way to view smart campaign workflows. Engagement Maps have potential, but won't become truly useful until next year.

Aug 2023 | Marketing Technology

The X Factor Behind Social Media

Twitter has survived technical woes, the paywalling of key features and dramatic falls in ad revenue. So why is a rebrand the biggest threat of all?

Jul 2023 | Marketing Technology

Out of the Bottle: Salesforce Genie

Dreamforce introduces a major upgrade to Salesforce Customer 360. What is Genie, and how important is it to the future of Salesforce?

Sep 2022 | Marketing Technology

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