The Data Stack Show - The PRQL: Marketing, Martech, and Data with Scott Brinker of HubSpot

Episode Date: June 12, 2023

In this bonus episode, Eric and Kostas preview their upcoming conversation with Scott Brinker of HubSpot.

Welcome to the Data Stack Show prequel, where we replay a snippet from the show we just recorded. Costas, are you ready to give people a sneak peek? I am, of course. Let's do it. Let's do it. Costas, fascinating conversation with Scott. As I said, personal honor for me because he was the one who sort of originally got me thinking about the data stack, of course, from the marketing angle. One of the interesting things that I really appreciated about this conversation was

the discussion around local optimizations. You know, that's sort of something that you, if you work on a data team, you and i actually you know in my current job have the you know i i sort of have one leg like i work on the team that you know manages the data stack and then i also work on the marketing team and so i get to see both sides but it's really easy to see like how you can have a limited view on a data team of what a marketer is trying to do downstream, and how for them, data can be such a rate limiter. And many times, it can even be difficult for them to know that. They just experience more and more difficulty in trying to do something in their job. And so a theme that we've had on the show a ton

that Scott got back to, especially in thinking about that relationship between sort of like technical teams and downstream teams like marketing is empathy. And then we also had this really interesting conversation about like, are those two things actually just merging together? And what does the future of that look like

which was really interesting to hear his perspective on team structure that's flowing from deeper integration in the technology stack. So yeah, I thought it was a really helpful conversation. How about you? Oh yeah, I was...

First of all, it was great to hear from him how this Martek landscape looks like. If you have seen all these maps out there, he's the right person to narrate the map, right? So it was great that... I mean, now I understand much better what Smart Tech is. I found very fascinating this whole conversation around the evolution of the relationship between marketing and technology. Now we have marketing ops people and rev ops, and how does this change?

The belief that we've had so far about the technical skills that the marketing teams had? And finally, one of the things that I found probably the most fascinating one is in the landscape, in the industry of 10 in the industry of like 10,000 vendors, something like that, like crazy number. How he convinced me that probably today there's like, is the time for anyone to go and disrupt this industry. So I think, I don't know, I feel like I got a lot of inspiration together with a lot of knowledge when it comes to marketing technology from humans. That was amazing. I totally agree. And he gave some great examples of ways that people are innovating.

Like the platform he talked about that allows a sales process to be sort of transparent between the buyer and the sales. You know, some interesting things like that that are approaching problems in new ways. So definitely a great episode. Thanks for listening. Subscribe if you haven't, we'll catch you on the next one.