Martech or People? Which are more important?

This week’s episode of the ‘Hello $Firstname’ podcast, is a discussion of Chapter 19: People and Skills for Personalization. Listen to it now on your favourite podcast service.

So which part is more important for personalization??

• Would you rather have the Formula1 car?
• Or the team to support and drive it? Change the tires etc?

A few years back I was part of doing a study with Forrester Research, commissioned by Agillic - where it turned out that the participants in this pan-European study rated 'people challenges' to be equally as important as 'tech challenges' for succeeding with omnichannel marketing automation. So, naturally ‘People and Skills’ had to become one of the three sides of the back end of the Pyramid of Personalization in ‘Hello $Firstname’.

(Apologies if you hit the wrong amazon - navigate to your local one!)

People and Skills for Personalization in Finance

On this week’s episode of the ‘Hello $Firstname’ podcast, I discuss this exact topic with the award winning German CX leader and author Christian Peter . Christian is an author like me, but also has years and years of experience from leading CX in Finance through positions in multiple large banks. He and his team won an EDDI Award in 2023 for the way they’re working with CX in Commerzbank.

In the episode we’re discussing multiple topics related to People and Skills, such as:

• Christian's career path and his work for multiple German banks
• What it was that drove him towards becoming an author
• What the state of Personalization is in Finance today and how it has changed
• How much of the Customer Experience that Marketing owns in Finance
• How the mix of Outbound vs Inbound channels is in Finance
• The importance of Tech vs. People in Personalized Customer Journeys
• Scott Brinker 's 5M Model and Marketing Technologist Roles
• The necessity of T-Profiles in Smaller Teams
• Challenges in Hiring and Retention vs. the Utilization of External Consultants and Agencies
• Changes in Operating Model with Increased Maturity
• Automated Lifecycle Communication vs. Campaigns
• Project vs Process based operating models
• The Impact of Generative AI on Personalization in the Future
• Christian's own favourite example of personalization that he has experienced personally

Listen to the full episode here:

Or watch it on youtube!

Happy listening!

Rasmus Houlind , Frans Riemersma , Arild Horsberg and Mattias Andersson

P.S.

The full book is available in print and kindle and can be bought here .

(or your local amazon...)

An abstract of the book can be downloaded here .

All models and illustrations from the book can be downloaded here .

Book me for a presentation, meeting or talk here!