| Good morning, Marketer, and what are you doing with those spreadsheets? One of the pleasures of the martech space, where I’ve now been roaming for more years than I care to think, has always been debating with Scott Brinker. Scott and I agree on so much that it somehow seems a big deal when we disagree — for example about whether work management tools are martech if they’re used by marketers. Last week, I’m not sure we really were disagreeing. Scott wrote: “‘We’re entering a post-digital-transformation era, where companies are no longer planning to become ‘digital.’ They are digital.’ I didn’t think that was a particularly controversial statement, which I wrote back in April (but) editor Kim Davis at MarTech.org is calling me out on that assertion.” Scott goes on to propose a quantitative measure for whether a marketing org is digital or not, and I think it’s a valuable proposal and I have no argument with it. My only question is: If marketing orgs are meeting — or coming close to meeting — Scott’s benchmark, why are so many of you spending so much time working with spreadsheets? It’s a real question and I’d love to hear the answer: kdavis@thirddoormedia.com. Kim Davis
Editorial Director | 