Austin Hay: evaluation

Transcript context

…Wow, okay. That makes me even more excited. Yeah, it's something that I haven't fully understood and so I'm excited to dig real deep. So, let's start with just the basics. What exactly is MarTech and then what does someone who is in MarTech do? Such a good question. Because marketing technology is like this very amorphous, cross-functional discipline that lives at the crossroads of product and growth and engineering and marketing. It brings together processes and systems from a wide range of disciplines. And I think really the way to think about marketing technology is it's a product manager whose specific role and focus is the system or the third party or first party platform because marketing technology can mean a collection of third party tools, which is a lot of people think, but as a company scales and grows actually it could include a collection of first party homegrown solutions that you build yourself with or in addition to third party. So, I like to think about marketing technology more as one piece is people and process and the other is the system and the platform. And that probably sounds pretty familiar to what a lot of product people think about their world as, and that's how I define MarTech. And then you asked this other question around what exactly the role of somebody in MarTech, and maybe we'll talk about this a little later, but it's such a function of the size and the stage of the company that you're at. At Airbnb, I would say Dmitri who you might've worked with was the MarTech guide. He managed a lot of our Airbnb's, the first and third party tools. Airbnb at that size was, I don't know, maybe 800 people or so. And so it makes sense to have a function with product and engineering resources. A small startup for example, when I was working with Siqi, we were just talking about this at Runway, there was no such thing as MarTech. There was me and Tanner and Siqi standing up tools and using them because you just have to use the tools to get the job done. And so I would say on the spectrum of what is MarTech, you really have to look at the size and the stages of the company and as you grow you start to see it become more refined or pronounced. So, if someone listening to this that has done growth or has a growth PM may be like, oh, but this is sort of what I do. What is the difference between someone that just runs growth or has a growth team versus someone that's specifically a MarTech person?…

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