🔊 RACI charts for the win

Plus, Taboola finds a new partner Dec 14, 2020 Good morning, Marketer, and who’s a fan of rigor? One thing I’ve learnt over my past few years in the martech space is how many things which seem a matter of instinct based on experience can be developed into practices based on rigorous analysis (supported by data, of course). One example which springs to mind is influencer marketing, where detailed models have now been developed explaining how the value to brands of macro- and micro-influencers can be predicted in a granular way. Another corner of science which is developing concerns how marketing operations teams are put together. If you think you have a good feel for the roles on your team and the people who can fill them — you probably do. But some analytical thinking can’t hurt. One of the merits of Steve Petersen’s recent articles on martech roles is that he takes a conceptual framework developed by Scott Brinker and shows its hands-on application. See below for his latest thoughts, and [read more here](. Kim DavisEditorial Director Martech Management Using martech role types to build and maintain teams In a new article, Steve Petersen, martech practitioner at Western Governors University, shows how Scott Brinker’s [typology of martech roles]( can be of practical use in building a martech team, defining roles and responsibilities, and refining job descriptions. “Brinker’s framework involves two conceptual axes that lead to four types of martech roles – maestro, marketer, modeler, and maker,” Petersen writes. “It’s important to note that a specific position rarely falls neatly into one quadrant; further, due to individual circumstances, roles will have their own flavor at each organization.” Petersen shows how to use RACI (Responsible, Accountable, Consulted, and Informed) Charts to assign duties, and how to extend Brinker’s conceptual grid by overlaying an understanding of I-shaped (specialist) and T-shaped (generalist) practitioners. [Read the article here](. How to Deliver Awesome, Engaging Webinars in a Work From Home World In the time of social distancing, webinars have never been more important for staying connected to our prospects and customers. And yet something is changing. Digital life is becoming more authentically human than ever before, and webinars may never be the same. Join Mark Bornstein from ON24 for this live webinar and learn how webinars are being transformed into genuine human experiences. [RSVP Today »]( Advertising Taboola announces long-term partnership with Kendago Taboola, the AI-powered discovery platform, this week announced a long-term strategic partnership with D2C-focused digital ad agency Kendago. Taboola uses machine learning to provide content recommendations on premium editorial sites, creating opportunities for brands to interact with engaged consumers. Kendago is using data from Taboola newsroom to build acquisition models for their D2C clients, and Taboola Video to engage consumers with high-profile video content. Based on Taboola data showing over 1.5 billion page views about weight loss during the last six months, Kendago was able to support increased as spend on behalf of brands like Trim Down Club, which showed an 87% increase subscriptions after advertising with Taboola. Why we care. Taboola presents another AI-driven take on contextual advertising, an old strategy which is being re-invented by new technologies, and which will be increasingly important in a cookie-less world. SMX workshops begin tomorrow -- book now for $249! Google Ads, Advanced SEO, Technical SEO, In-House SEO… which SMX workshop will you choose? Secure your spot for just $249 and unlock two days of interactive, expert-led training – tomorrow and Wednesday, Dec. 15-16! [Register Now »]( How to unify your marketing to deliver the ideal buyer's journey [Sponsored by Integrate]( Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision. We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today. [Read more »]( Quote of the day “Marketing Manager: ‘How long do you think this will take?’ My brain: Don’t do it Don’t do it Don’t do it..Me: ‘Shouldn’t take too long.’” [Brendan Hufford](, Director of SEO, Directive. [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.