Introducing the Apex Marketing Matrix
The CMO Council Interview Series is designed to challenge your thinking and to give you access to some of the brightest minds in marketing leadership. In this episode, Bill interviews Frans Riemersma, Founder of Martech Tribe, and Tom Kaneshige, Chief Content Officer at CMO Council in a discussion titled Moving from Martech Mayhem to Measurable Business Value.
The CMO Council and MartechTribe recently published a new Innovation Insights Brief that cuts through the noise of vendor rankings and feature lists to reveal what separates high-performing martech architectures from costly, fragmented ones. The report draws on 15,000+ solutions, 1,600+ real-world stacks, and 4,500+ documented requirements. A highlight of that report is the introduction of the Apex Martech Matrix.
The Apex Martech Matrix helps companies optimize their martech stacks through independent research, data-driven benchmarking and customer-centric insights.
We talk about what's fundamentally broken in how companies build and manage their marketing stacks today and define how Apex performers (the top 30% by revenue-per-employee within their industry) are the marker of success. The Apex Martech Matrix is the quadrant CMOs have been waiting for.
In this conversation, we talk about how stack maturity is frequently overestimated, the learning that more technology does not always equal more value, and explain why "Speed2Value" is replacing tool ownership as the real measure of martech advantage.
We also cover how CMO’s may want to reconsider their approach to the RFP process and offer tips on the key questions a CMO who suspects their stack is misaligned should ask.
You can read the official press release announcing this report here and learn more about the Apex Martech Matrix here.
Time Stamps for the Time-Starved
- 2:21 Introducing the Apex Marketing Matrix
- 6:09 Report Methodology
- 8:25 CMO Council Perspective on the Research
- 11:13 Defining Apex Performers
- 14:21 Why More Technology Does Not Always Equate to More Value
- 16:55 Establishing Marketing ROI
- 18:41 Speed to Value
- 23:29 How Should CMOs Rethink the Traditional RFP Process?
- 26:26 How to Diagnose a Misaligned Tech Stack
- 28:26 A Big Mindset Shift for CMOs
- 29:26 Access to the Research
