Our contributor Gene de Libero writes persuasively about the importance of program management in marketing operations to achieve desired goals. This strikes me as a particular instance of a more general principle; marketing success isn’t just about technology, it’s about processes too — and therefore about people.
That’s a message I’ve been trying to convey for a while now. When we say martech is marketing we mean something broader than just software + hardware = marketing. Martech is that space where technology meets processes (and people) and — at best — they work in harmony.
Kim Davis,
Editor at large
