2017: 2 Predictions with 0 Risk and 1 Idea for 7% More Revenue

In 2017, I predict two “zero” risk propositions. First, we should welcome in a dramatic acceleration of adaptive and intuitive applications and technology as never seen before. Technology will get smarter or users will disengage. Expect marketing automation tech companies to offer “engagement platforms” instead of simply marketing automation tools. Engagement platforms put people. Secondly, clouds will have to consolidate. Clouds are great, but there are just too many. Marketo continues to constantly expands our capabilities to deliver an adaptive and intelligent marketing “platform” to our customers.

Key Takeaways:

  • Our current predictive models, while always getting more intelligent, failed badly in 2016
  • Engaging with customers in an automated yet personal and meaningful way is the future of marketing
  • Consolidation of app vendors/marketers will continue to happen at an accelerated rate

“For everything else that happened in 2016, I think it’s best summarized as the “year where our collective analytics and predictive prowess failed us,” at least in the U.S. when it comes to predicting little things like the presidential election.”


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