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Avoiding the Seven Deadly Martech Pitfalls [Webcast]

October 3, 2018 @ 11:00 am - 12:00 pm EDT

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Marketing technology may be the future of marketing, but one thing’s for certain: technology alone won’t make marketing successful. Marketers struggle with selecting, implementing, integrating, and measuring the success of their technology stack primarily because they lack thorough planning and robust processes for optimizing technology usage and reporting.

During this webcast, Julie Schwartz, SVP, Research & Thought Leadership, ITSMA and Kathy Macchi, ITSMA Senior Associate and VP, Consulting Services at Inverta, will reveal the seven most common martech pitfalls and illuminate what differentiates the marketing technology frontrunners from the rest of the pack. Kathy is ITSMA’s leading martech expert and, after helping nearly 100 organizations implement their martech strategies, she knows a thing or two about the trials, tribulations, and best practices of martech implementation!

Special guest speaker, David Hsu, Global Vice President Marketing Data and Technology, SAP Concur, will share his hard-learned lessons heading up martech formerly at CA and now at SAP Concur.

If you are looking for expert advice and real world examples of successful martech strategy and implementation, then you won’t want to miss this webcast!


Julie Schwartz

Senior Vice President, Research & Thought Leadership, jschwartz@itsma.com

Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.

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Kathy Macchi

Senior Associate, ITSMA & Vice President, Consulting Services, Inverta, kmacchi@itsma.com

Kathy considers herself a long-time survivor of the technology industry, bringing over 25 years of sales, marketing and IT experience to her roles as Senior Associate, ITSMA and Vice President, Consulting Services, Inverta. Kathy takes a no-nonsense approach to the role of digital skills, processes and tools in today’s complex sale, and her expertise has supported the digital transformations of enterprises such as Citrix, HP, and Thomson Reuters. With an IT background, she actually understands the technology, systems, and data that are an integral part of today's marketing organizations.

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David Hsu

Global Vice President, Marketing Data and Technology, SAP Concur

Dave Hsu is the Vice President, Global Marketing Technology and Data at SAP Concur where he holds responsibility for marketing automation, lead management, marketing analytics, and reporting. Ensuring accuracy and efficiency in marketing operations, he also oversees SAP Concur’s Marketing Technology stack that includes technical integrations, increasing adoption, and ensuring governance for the tools across the organization. Dave has spent over 20 years in a wide range of marketing and technical roles, and holds an MBA from the University of Michigan.

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