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Monday Morning Memo: Inside and outside of Gartner, Theresa Regli and Optimization vs. Character

Inside and outside of Gartner, Theresa Regli and Optimization vs. Character

Last week, I promised to give this particular little megaphone back to one of my team, but while their backs were turned, I have kept hold of it for one more week and here is a little trip through what I have learned this week:

There is good advice outside Gartner and Forrester

I personally have friends across the analyst ecosystem and we as censhare work with a wide range of analysts, including Forrester and Gartner, and it was good to read some of the folks outside the big two get some credit in Top Ten Most Influential Analysts Firms .

The world needs another acronym (apparently)

Gartner have created a new category, recognizing that product companies need more than a Product Information System (PIM), they actually need to orchestrate an experience around a product – so (drum roll), how about PxM, Product eXperience Management? This is the view of Simon Walker of Gartner in From PIM To PxM The Evolution Of Product Information Management – me, I am not sure all this slicing and dicing of the market helps buyers , but he has a point about needing more than PIM.

You can get FREE Theresa Regli content

On a similar note about the customer experience and silos and I confess, a little horn toot for our own website. We have an excellent paper written by Theresa Regli (author and all round DAM industry expert), deconstructing the building of a Digital eXperience Platform (DXP), with some straightforward analysis that looks through the business speak and silos to discuss what organizations really need. The whitepaper is entirely free, no need to even register: One-To-One Marketing and the Elusive Digital Experience Platform

Optimization is killing creativity

This is a fantastic article in the UK marketing magazine The Drum , a deep dive into what the author believes is killing creativity, both in music and marketing – it’s the watch word for modern marketing – optimization – food for thought: Optimisation is the enemy of creativity in marketing and music

You should embrace your brand flaws

In a similar vein to the Drum article discussing how we are optimizing the life out of our marketing, Robert Rose makes a marvelous case for brands to embrace their flaws, all our heroes have flaws and in content marketing the brand is the hero. Your Flawed Brand Character Matters

So, there you go, 5 things I have learned this week – hope some of this is useful to your week.

Ian Truscott Ian Truscott

Ian Truscott has the unofficial and honory title of the “Träger des Firmen-Megaphons” for censhare, bringing 20 years of B2B software experience to our company (surely starting as a child) to lead marketing here. Luckily for us in the Munich office, he’s found the kettle and some tea bags – look at him, he’s happy.

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