Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization.

Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to self-service their ideas.

And while culture change and adoption of new technologies and workflows are necessary, it inevitably requires a huge investment. Scott’s tips for success include:

1. Make sure you’re allocating the space in people’s responsibilities to learn new tools, technologies and approaches
2. Once you have the tools and people know how to use them, you have to make sure from a process re-engineering perspective, you actually look at how people will use these new tools and determine where the constraints are and work to see how to overcome those constraints working collaboratively with the new technology and getting things done.

While Scott admits the world of marketing technology is too large to stay on top of at this point, he also lets us know how he does his best.

To see the famous Marketing Technology Landscape Graphic click here.

For more from Scott visit www.chiefmartec.com

Find him @chiefmartec on Twitter or on LinkedIn.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.

Find Rival online at www.wearerival.com, LinkedIn, Twitter.

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at media@wearerival.com, we’d love to hear from you.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.