Rob Gurley

Whether I'm leading a marketing operations team or consulting on a client project, I have three principles that have taken me through dozens of enterprise marketing automation implementations and re-designs:

1) Marketing technology belongs in the marketing department, not in IT. If marketers can't use it, you shouldn't build it.

2) Never add complexity to your marketing system for its own sake. If you can't explain to a customer how a new piece of (insert privacy-destroying marketing tech here) will make their lives better, you should save your money.

3) Make sure you have something worth saying before you look for ways to say it louder. Otherwise you end up w/ a bunch of high-tech ways to showcase your bad content.