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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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?

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?

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.

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?

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.

Marketing Operations

Maximise marketing efficiency and unlock the value of marketing ops

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.

Why Reporting is Storytelling?

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

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.

Moving Nurture Beyond Email

There is more to nurture than email. Increase engagement by building a cross-channel marketing engine that runs on the schedule of your audience.

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.

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.

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?

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?

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