Observed Signal · Apr 10, 2024 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Customer Technology: Reframing MarTech as CX
The article discusses the shift from 'marketing technology' to 'customer technology' as a unifying term for martech, adtech, salestech, and related fields. It highlights insights from industry professionals, including Michael Klazema of EY, who explains how EY reorganized around Customer Experience Technology since 2021. The piece argues that reframing technology in the context of customer experience improves internal alignment, breaks down silos, and places the customer at the center. It also covers evolving client needs, which now focus on extracting more value from existing stacks rather than purchasing new tools, and the growing importance of content and data integration.
Thought leadership article discussing a conceptual shift in marketing technology terminology, potentially impacting how industry players organize and communicate their stacks.
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Key Takeaways & Evidence Grounding
- The article advocates for the term 'customer technology' to unify martech, adtech, salestech.
- EY reorganized around Customer Experience Technology in 2021.
- VODW was acquired by EY in 2018.
- The article includes perspectives from industry leaders like Michael Klazema and Frans Riemersma.
- Clients are shifting from rationalizing martech stacks to improving customer experience.
Connected Companies & Entities
6 Entities mapped“EY had a large number of technology alliances across the marketing, sales and service domains such as Adobe, Snowflake, Microsoft, Pega and ...”
“EY had a large number of technology alliances across the marketing, sales and service domains such as Adobe, Snowflake, Microsoft, Pega and ...”
“EY had a large number of technology alliances across the marketing, sales and service domains such as Adobe, Snowflake, Microsoft, Pega and ...”
“EY had a large number of technology alliances across the marketing, sales and service domains such as Adobe, Snowflake, Microsoft, Pega and ...”
“EY had a large number of technology alliances across the marketing, sales and service domains such as Adobe, Snowflake, Microsoft, Pega and ...”
“chief marketing technologist at Ernst and Young (EY)...”
Ontology Mapping & Concepts
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